AXE Decodes What Scents Turn Girls On

NEW YORK, Sept. 14 /PRNewswire/ -- It's long been known that how a guy smells is the number one thing that determines whether a girl will find him attractive.(i) In fact, two out of three women say they are more likely to make out with a guy on the first date if he smells good.(ii)  To further investigate the science behind scent and attraction, AXE, the iconic men's grooming brand, commissioned new research unearthing what scents turn girls on – proving that guys looking to enhance their game should choose a fragrance based on where they reside.

AXE enlisted scent expert Dr. Alan Hirsch, director of the Smell & Taste Treatment and Research Foundation, to determine girls' scent preferences in 10 of the top cities for singles nationwide. Surprisingly, no two cities fared the same. In Chicago, for example, which boasts nearly 700 bakeries and patisseries, girls preferred the sweet smell of vanilla, while in sunny San Diego, girls go wild for the scent of suntan lotion and salty ocean air. Guys should take note – switching up fragrance according to locale might just be the help needed to attract her attention.

"In each city we tested, girls reported different scent preferences, indicating that geography has a direct correlation to what scents they find attractive," said Dr. Hirsch. "Guys should heed these findings as research has shown that when women are in the presence of a preferred scent, they are more likely to project positive feelings on those around them, which can lead to increased attraction."

Seductive Scents

So which scents may seduce? Guys living in New York, where girls dig the smell of coffee, should opt for a gourmet foodie scent, such as AXE Dark Temptation, which includes notes of hot chocolate amber and red peppercorn. Guys in L.A. shouldn't think they can get by with the same fragrance – girls there are drawn to the smell of fresh lavender so guys should reach for clean, herbal scents. How different is it from city to city? Check it out:

1. Girls' Scent Preferences by City New York City – Coffee
2. Los Angeles – Lavender
3. Chicago – Vanilla
4. Houston – Barbeque
5. Atlanta – Cherry
6. Phoenix – Eucalyptus
7. Philadelphia – Clean Laundry
8. Dallas – Smoke/Fireplace
9. San Diego – Suntan Lotion/Ocean
10. Minneapolis-St. Paul – Cut Grass

For guys who don't live in one of the above locations, Dr. Hirsch and his team of scent scientists broke down the data nationally and regionally, finding that some scents were popular enough to cross state lines. Food-focused scents like vanilla and coffee, for instance, reined supreme nationwide.

Girls' Scent Preferences Nationwide

1. Vanilla
2. Coffee
3. Lavender
4. Fresh Air/Rain

Girls' Scent Preferences Regionally

• East Coast – Coffee
• South – Fire/Smoke
• Midwest –  Cut Grass
• West Coast –  Baked Goods

Sensorial Satisfaction

The importance of knowing what scents girls are attracted to goes beyond picking out a complementary fragrance. Dating and relationship expert Ian Kerner, New York Times best-selling author of She Comes First and Love in the Time of Colic, suggests not only wearing the correct fragrance according to your city, but incorporating the preferred scent into your dating routine.

"Dating should be a sensorial experience," says Kerner. "If a girl likes the sights, sounds and smell around her, she is going to find you more desirable." Guys who call the South home, for example, might take their girl to their favorite barbeque place or roast S'mores by a campfire to create that desired smoky aroma. Since girls in the Midwest like freshly cut grass, guys in the Heartland may be better off with a picnic or hitting up the driving range.

Survey Says

In addition to the study, AXE also commissioned research firm StrategyOne to survey girls nationwide about their thoughts on scent and attraction. While scent preferences vary by location, some things ring true from coast to coast, proving that scent is an important element to consider when getting ready for that hot date.

• Dirty little secret: One in four girls will wait anywhere from two weeks to a month before washing their sheets in order to keep their guy's scent close
• Father doesn't know best: 56 percent of girls say they won't date a guy who smells like their dad
• Guard your belongings: One out of two girls admits that she has committed theft by stealing an article of clothing from a guy to smell when he's gone and nearly 60 percent of girls sleep in their guy's clothes because they like his lingering aroma
• Need proof of how scent and memory are intertwined? 60 percent of girls still remember the smell of their ex's cologne

Visit www.facebook.com/axe for full results from the AXE Scents and the City study and more tips from Ian Kerner on how to seduce her senses.  

AXE-ology

Scent and the City study findings were compiled by Dr. Alan Hirsch, director of the Smell & Taste Treatment and Research Foundation. Two thousand women ages 18 through 35 underwent live personal individualized nuncupative interviews as to their most preferred aromas.  Two hundred subjects were selected per city. Questions were asked in an open fashion and no attempt was made to guide subjects to respond in any particular fashion as no prior hypothesis had been presented to the surveyors.

StrategyOne, a full-service corporate positioning, market research and strategic communications agency conducted a nationwide survey to unveil women's thoughts on scent and attraction.  The survey was conducted online among a sample of 1,008 women aged 18 – 34 using the field services of Authentic Response.  The results are nationally representative of the U.S. and have a margin of error or +/- 3.09 percent at the 95 percent confidence level.    

About AXE

AXE is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and antiperspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, which AXE does not offer, and achieved this status only seven years after launch. The brand's mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information visit www.theaxeeffect.com.

About Dr. Hirsch

Alan R. Hirsch, M.D., F.A.C.P., a neurologist and psychiatrist, is a nationally recognized smell and taste expert. He has written more than 180 articles on the psychological power of smell, taste and how these senses affect human behavior. As the founder and neurological director of the Smell & Taste Treatment and Research Foundation in Chicago, Dr. Hirsch puts his theories to the test in a variety of documented studies.

About StrategyOne

Founded in 1999, StrategyOne is a full-service corporate positioning, market research and strategic communications agency with global research capabilities and offices in New York, Washington, DC, Chicago, Atlanta, London and Paris. StrategyOne utilizes a full suite of qualitative and quantitative methodologies to design custom primary research for clients in a wide range of industries to support their communications and marketing objectives.

SOURCE AXE