Word: androstenol
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...claimed almost mystical powers of "animal arousal." Now Jovan is spending up to $6 million on provocative TV ads to promote Andron, a fragrance that it contends is "capable of triggering an intense magnetic reaction" in men and women alike. The perfume's magic love potion? Alpha androstenol, a synthetic compound that is chemically the same as a substance found in human perspiration...
Though whiffs of passing joggers hardly arouse uncontrollable passions in most people, Jovan officials insist that alpha androstenol actually is a pheromone, which is a biochemical that has the power of sexual excitement. At best, the evidence is skimpy. A study conducted at San Francisco State University and published last year showed that sweaty odors can change the menstrual cycles of women. But any closer link between such substances and human sexuality is still uncertain...
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