Axe effect discovered true, sort of
As a man, perfume can boost your self-confidence and your way of carrying of yourself so that women, without needing to smell you, will find you more attractive.
Another freaky fact: you’re attracted to smells that hint of a different genetic mix to yours (and thus more evolutionary advantageous). For yourself, you tend to choose smells that more loudly proclaim your particular genetic mix.
Via The Economist.