Is Your Scent Sending the Right Signals?

    A Valentine's Day Q&A with Scent Expert Dr. Rachel Herz

    TORONTO, Feb. 10 /CNW/ -

    It has been said that one whiff of chocolate can turn the mind to
romance...but why?
    To help Canadian guys get ready for a successful Valentine's Day, AXE has
enlisted Dr. Rachel Herz, psychologist and author of The Scent of Desire:
Discovering Our Enigmatic Sense of Smell, to share her insights on scent and
the role it plays in sexual attraction.

    Dr. Herz, how does scent affect confidence?

    In a recent study I conducted at Brown University, Rhode Island, 90
percent of respondents in their 20s reported that wearing fragrance made them
feel more confident. And being confident makes you more attractive.
    In fact, British researchers recently confirmed the so-called "Axe
Effect", by having men wearing Axe fragrance and men wearing an unscented
product record introductory videos of themselves. Women rated the men wearing
Axe as 10% more attractive than those not wearing fragrance. When probed more
deeply it turned out that the guys wearing AXE were confident and consequently
behaved in a more attractive manner.

    Which scents are more likely to put women in the mood?

    So scent plays a very important role in romance. Our response to scent is
driven largely by two factors: our personal experience with a scent and the
cultural connotations associated with that scent. Leveraging a scent that has
a shared history for the two of you - a beachy scent to remind her of a
tropical vacation you took together - will help set the right tone on February

    How can guys use scent with a woman they may not know well?

    If you're trying to impress a woman you don't know much about, try using
scents that have a romantic or positive connotation in our culture. Chocolate,
so strongly associated with love, is a perfect example.
    Axe, for example, recently launched a Dark Temptations fragrance, which
evokes the scent of chocolate and is designed to tap into this scent insight.
As part of the launch, the company conducted a 13 country survey, which found
that more women name chocolate than any other scent when asked to describe
something they find irresistible.

    Dr. Herz, how can guys use scent for success this Valentine's Day?

    My recent Brown University study contrasted the relative importance of
various physical and social factors involved in heterosexual attraction among
200 college-age men and women. Women ranked "how he smells" as the most
important factor for their sexual attraction to a man - so a great scent
matters on Valentine's Day more than ever.
    There are four ways that guys can use scent to succeed on February 14:

    -   Love how you smell. Liking your scent makes you confident. And
        confidence makes you more attractive.
    -   Know her scent history. Know what she likes and why, and use those
        scents to evoke positive emotions.
    -   Leverage your shared history. Use scent to bring back positive shared
    -   Use scents that have a romantic connotation in our culture to set the
        mood - chocolate is a perfect start.

For further information:

For further information: or to set-up an interview with Dr. Herz, please
contact: Harbinger, (416) 960-5100

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