You've seen the TV commercials. One little spritz and bikini clad women trek across the globe to hunt you down. One whiff and hot women will strip you down while chanting some cheesy porn music... Bom chika wah wah. It's called the Axe effect. Is it true that a simple deodorant spray is enough to turn a dud into a super stud?
Researchers have found that there is indeed truth to the Axe effect. Wait, before you go dashing off to the deodorant aisle, let's look at what the researchers found. A study recently published in the International Journal of Cosmetic Science (there's an International Journal of Cosmetic Science?...Seriously?) explored the effects of deodorization on men's self-confidence and perceived attraction to women.
British scientists randomly assigned a sample of men to either an active deodorant or placebo deodorant (no-scent) condition. The deodorant used was Lynx, the British equivalent of Axe. Lynx...it smells like Axe. Over the course of three days, the men rated measures of self-confidence, had their neutral face pictures taken, and videotaped themselves pretending to chat up a lovely lady.
A panel of female raters did rate the men in the active deodorant condition as more attractive than their stinky study counterparts. However, the attractiveness ratings were only higher from women watching videos of the deodorized dudes. Judging from photos alone, women found the two groups of men equally attractive.
What gives? Unless the researchers invented Smellivision, the Axe effect worked even when women did not get a single whiff of the scent in question. I guess this Axe stuff is just that good...or is it?
Here's the difference. Men in the active deodorant condition had higher ratings of self-confidence within 15 minutes of spraying the stuff on. Their feelings of attractiveness increased slowly over the course of three days. The researchers believe that those feelings of self-confidence and attractiveness showed through in the men's behavior, with subtle traits that were identified by female viewers as more attractive. That's not to say that women don't also notice a well-scented man. Outside the laboratory, 7 of the 10 men in the active deodorant group reported receiving positive comments on their new smell.
So whether you're out scoping the scene for a Valentine's Day date, trying to impress during a job interview, or just looking to have a good time, make sure to slap-on some self-confidence. But seriously, a little deodorant wouldn't hurt...
Think they've found the sweet smell of success...or does something smell fishy? Comment below or email correspondence to jareddefifept@gmail.com
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