Over the course of several days, Dr Roberts’s team conducted a battery of psychological tests on both groups of volunteers. They found that those who had been given the commercial fragrance showed an increase in self-confidence. Not that surprising, perhaps. What was surprising was that their self-confidence improved to such an extent that women who could watch them but not smell them noticed. The women in question were shown short, silent videos of the volunteers. They deemed the men wearing the deodorant more attractive. They were, however, unable to distinguish between the groups when shown only still photographs of the men, suggesting it was the men’s movement and bearing, rather than their physical appearance, that was making the difference.

For Unilever and other manufacturers of men’s scent, this is an important discovery. The firm’s marketing of its main product in this area, a deodorant called Lynx, plays up the so-called “Lynx Effect”—which is supposed to make men irresistibly attractive to women. Dr Roberts’s experiment, however, suggests that the advertised “Born chicka wah wah” of the product may have nothing to do with a woman’s appreciation of the smell, and everything to do with its psychological effect on the man wearing it.

Nor is this the only example of science illuminating the true role of perfumes. How they work to make people attractive is, as this example shows, not as obvious as it might seem.

Born chicka wah,

ker-ching chicka ching

There are three broad theories of perfume use. One is that people employ it to mask body odours that they perceive as bad. The second is that some perfumes contain chemicals that mimic human pheromones—elusive, mysterious (and possibly mythical) substances believed by some to play a role in mating. The third is that people use it to heighten or fortify natural scent, and thus advertise sexual attractiveness or availability.

... contd.