The Science Is Clear: We Are More Attracted to Clean Scents
(Croijmans et al., 2021)
Fragranced Body Odor Raises Perceived Attractiveness
Croijmans and colleagues had individuals watch video profiles of the opposite sex while exposing them to their body odor (sweat) with or without a sprayed-on fragrance. They found that when a pleasant body spray was added, the men were rated as more attractive and as having higher self-esteem. In other words, masking natural BO with a clean, pleasant scent made the subject seem better looking and more confident.
(Berger et al., 2017)
Clean Scents Boost Reciprocity
Berger et al. tested whether a clean, floral odorant (Hedione, found in jasmine) influences cooperation. Using economic games, they found that smelling Hedione caused people to act more pro-socially than under control conditions. In plain terms, a clean jasmine-like scent made participants share and trust more.
(Sorokowska et al., 2016)
Clean Body Odor Perceived As More Pleasant And More Attractive
Sorokowska et al. compared natural body odor samples to the same samples after the donor had applied cosmetic products, including those typically associated with "clean" scents (e.g., soaps, deodorants). They found that scented body odor was rated as more pleasant and more attractive than unscented body odor.
(Lenochová et al., 2012)
Fragrance Significantly Enhances Perceived Attractiveness
Lenochová and co-authors tested underarm odor samples with and without fragrance added. They found that fragrance + body odor was rated more pleasant and attractive than body odor alone. Conclusion: Perfumes do more than mask BO; they interact with it to raise attractiveness.
(Seubert et al., 2014)
Pleasant Odors Make Faces Look More Attractive
Seubert et al. exposed participants to odors ranging from unpleasant (fish) to pleasant (natural flower) while they rated photos of faces. They found a linear effect: the cleaner (more pleasant) the smell, the higher the facial attractiveness rating – by about 8% more attractive with a “good” scent vs. a bad one. In short, clean, fresh smells made faces appear more attractive.
(Kerr et al., 2005)
Clean Scents Signal Success and Hygiene
Kara-Lynne Kerr’s classic study linked specific odors to social impressions. Participants rated hypothetical people whose clothes smelled of lemon, onion, pine, or smoke. The results: a person smelling of pine (a fresh, clean scent) was seen as more intelligent, successful, sociable, hygienic and attractive. In other words, the clean scent created a halo of virtue and competence.
(Liljenquist et al., 2010)
Clean Scents Promote Honesty and Generosity
This one was surprising. It goes beyond attraction to basic virtues. Liljenquist and colleagues had participants do economic “trust” and charity tasks in rooms that were either unscented or lightly spritzed with clean-scented spray. The clean-scent condition produced striking effects: people in the clean-scented room returned significantly more money in a trust game and were more willing to volunteer or donate to charity than those in a normal room. Crucially, participants didn’t even notice that there was an odor when making these decisions.