(left) Chanel Antaeus ad (right) Sophie Dahl featured in infamous Yves St Laurent Opium ad
There’s no denying the inseparable bond that exists between sex, desire, and fragrance. The old adage that “sex sells” is not a concept some perfume makers adopt lightly, but is instead a tactic amplified to an almost absurdist extreme (Hello. Vulva the perfume oil anyone?). This constant obsession with sex and fragrance drowns out many other messages regarding the potential benefits of fragrance. An obscene amount of fragrance ads (and ad dollars spent) are done so in the name of sex. But ask yourself, is the union of sex and scent really such a hard sell?
Look at fragrance’s connection to our skin (something I definitely paid attention to when crafting Christopher Street). Look at how we use scent as an invisible attention grabber, applying it liberally and directly to our naked bodies… how we spray it across our necks, our chests, our wrists, hoping to invoke perfume’s potential powers of seduction. Sex is everywhere in fragrance. Of course, this is far from a new concept. People for generations have been forming very intimate relationships with fragrance. Lathering and oil it on. Using it to cleanse, lubricate, and moisturize their skin, as well as healing and soothing themselves in countless aromatic based ointments.
We humans are walking scent antennae. Whether participating in vigorous physical activity or engaging in a sensual relaxation, our bodies are constantly responding to and giving off scent cues. Now, add in scent’s longstanding flirtations with ritual, hedonism, and fetish, and it’s easy to see why so many look for a little sex with their fragrance narratives. After all, just like real sex, fragrance is part biology and part ritual, not to mention it has a hard line connection into the part of the brain that unlocks a firestorm of human emotions.
Sexual Positions of Fragrance
The biological relationships between sex and scent are fascinating, though human behavior pales when compared to some of nature’s more olfactively oriented creatures. When we smell something favorable (or even something not so favorable), that olfactive message is sent directly to our body’s limbic system, tapping directly into the area of our brains that control feelings of sexual pleasure, happiness, and nostalgia. In turn, our brain sends out responsive information to our body’s pleasure and pain receptors. Odors we find pleasurable have been shown to stimulate the body, with exposure to certain scents increasing blood flow to our sex organs, heightening sensations of sexual desire and arousal. Fragrance can also encourage a more acute awareness of others – remember you don’t just feel, but also smell your partner’s body. Yes, scent triggers very real (and sometimes immediate) physical responses. You can’t get much more intimate than that… now if only there were a magical potion that could guarantee that response always led to sexual satisfaction…
Enter the world of human pheromone research. Pheromones are once again back in the news thanks to a recent article published over at cell.com for Current Biology, and picked up and twisted about by countless other news outlets. (See articles from International Science Times, The Daily Mail, Huffington Post, Think Progress, and Queerty for some examples.) Much can be said about the results of the study, and Dr. Avery Gilbert has already crafted a terrific response over on First Nerve. I would add to his critique, concern with a general lack of transparency regarding information that relates to the makeup of the test subjects (outside of their age and Kinsey score). Did they all grow up in similar environments? Were they racially diverse? Again, this paper does nothing to disprove the power of cultural (what this study calls associative) fragrance influences. Over the years, I’ve picked my nose trying to pull a lot of things out of it, but I can’t remember ever looking for a sexual panacea up there. The truth is, there probably isn’t a real Love Potion No. 9. Sorry, there are no magic scented sex bullets. Still, researchers are unlikely to stop from looking for one. The unmasking of human pheromones is now on par in the world of science with the pursuit to reverse male pattern baldness: in other words, a nice idea that drives and funds research, but most likely not something that will net any fruit in the near future (if ever).
However, much can be said about the existing emotional bond between olfaction and sex. Fragrance can be quite a powerful tool when employed in the art of seduction (Just ask Dita Von Teese). We definitely love using perfumed products aimed to ease, tease, and please. We indulge in having our bodies massaged in fragrant oils, easing muscle tension and heightening sensation. Then there is the mingling of scents that occurs between lovers, when touching bodies allow for an overlapping of fragrant fingerprints (think really hot sweaty sex).
“Scent is absolutely a primary part of eroticism, whether we consciously focus on it or not. Scent is one way we literally penetrate our lover’s body! Many believe that to be truly aroused by someone, you must love their natural odor. But you can also deliberately focus on using scents to enhance your erotic life. Tap into the connection between scent and memory by choosing a scent to wear exclusively during sex. Over time, you and your lover will start connecting that scent to all of your pleasurable memories – and then you can begin seducing your lover by putting on your signature scent. One whiff will immediately trigger their interest.
When it comes to our most primal scent, the smell of our sweat and sex, many people are ashamed. They allow that shame and worry to prevent them from letting go during sex – especially oral sex. So many women are embarrassed about their smell, when the truth is their lovers are aroused by it. If you can accept the fact that your lover enjoys the way you smell and taste, a whole lot more pleasure becomes available to you”
– Chris Maxwell Rose, a sex educator at PleasureMechanics.com
There are so many interesting historical rituals and myths involving human sexuality paired with prescribed fragrance recipes. I definitely plan to revisit fragrance’s more emotional side in future posts, but for now, you can read more on the topic here (“Sex, Food & Perfumes – Part I” on +Q Perfume Blog), or pick up a copy of Barbara Herman‘s highly recommended book, Scent and Subversion.
Speaking of our more primal olfactive selfs, there are also the more territorial aspects of our relationship with sex and fragrance to consider. While human beings might not be regularly peeing on trees to mark their turf, we do engage in other forms of olfactive tagging. There’s always that quintessential Hollywood scene where the wife catches the cheating husband when she smells his mistress’ perfume on his clothes. Or, the wearing of a partner’s shirt because it still “smells like them.” We mark our mates in scent. We use it to intimidate our competition. We regularly leave territorial olfactive cues just about everywhere we go. And some of us, to an extreme (I’m looking at you person whose perfume I can smell in the rafters).
And yes, some information regarding our perceived gender can be transmitted olfactively (whether culturally or biologically based and instinctual or learned). But what precisely is that olfactive information telling us. Is it about stirring up feelings of sexual desire? Encouraging sexual reproduction? Warning us of potential aggression or danger? Alerting us to nearing competition or threats to our social status? Expressing dominance or ownership? It’s important to remember that our scent associations are neither singular nor static. Just think of our evolving relationship with the scent of fire. In one context, it makes us run for cover, while in another, it makes our mouths salivate. Our relationships with particular odors adapt throughout our lifetimes. This includes our olfactive sexual associations.
Sexual Lessons
The take away from all of this fragrance/sex talk is that our nose indeed helps us navigate through the paths of life… A revelation that’s not exactly rocket science. We see dogs use their noses quite literally in this way, and do so everyday, smelling your clothes, the grass, each others butts… nonstop sniffing all while flooding the brain with olfactive information. However, this isn’t nearly as shocking or sexy as promises of the ultimate sexual aphrodisiac, now is it? Then again, a fragrance ad featuring Brad and Angelina sniffing each others’ butts might still sell some perfume.
Sex will always be an interesting subject in the world of fragrance. The trick is to not let sex be the only conversation we have about fragrance. Otherwise, we’re going to start being accused of sounding like nothing but a group of horny teenagers. Worse yet, you waste having access to a host of other olfactive opportunities. If you find yourself stuck thinking of alternative olfactive approaches, perhaps check out “The 5 Faces of Fragrance“, or Bois de Jasmin’s “Why Do We Love Perfume?” for inspiration. And when you do find yourself tackling the topic of sex and fragrance, aim for deep and meaningful sex, instead of the quick, sloppy, and forgettable. To quote Da Brat, “Keep it classy, never trashy, just a little nasty…”
