世論 What Japan Thinks

An interesting, I suppose, survey from Lucido, a brand of men’s toiletries, where they conducted a survey into women’s perceptions of the smell of men in their thirties and forties.

Demographics

During the month of December 2013 534 women aged between 25 and 49 years old completed a private (I think) internet-based questionnaire. No further demographics were provided.

This male age band was chosen because one’s youthful hormones are fading, but are yet to be overtaken by old person smell, a smell which Lucido have named “Middle Fat Smell”, with an associated web site, which no doubt explains that said smell can be countered by ample application of Lucido’s product.

Actually, my wife has recently started mentioning that I smell (in a good way, she assures me!), although I do worry that I am developing Old Person Smell. However, this Scientific American article assures me that in blind sniff tests, it was actually rated more pleasant than young folks!

Research results

Q1: Do you notice the smell of men in their thirties and forties? (Sample size=534)

Yes	85.8%
No	14.2%

In particular, women in their forties (over 90%) were most interested (if that is the right word) in the smell of these men.

Q2: Where do you the smell of men in their thirties and forties? (Sample size=534, multiple answer)

In an elevator, other enclosed spaces	60.5%
When we pass each other	57.2%
On a train	47.6%
In a taxi, car	32.1%
In a queue	26.9%
When I visit their house	22.9%
In the office, meetings	22.1%
On a bus	20.7%
When they visit my house	16.2%
Other	2.6%

Q3: What do you do when you encounter a smelly place or person? (Sample size=534, multiple answer)

Hold my breath	59.8%
Turn my head and breathe some fresh air	33.8%
Cover my nose, mouth with my hand	33.6%
Wrap my scarf around my mouth, nose	24.7%
Move to another location	19.9%
Just grin and bear it	17.7%
Wear a mask	15.7%
Open a window	8.7%
Suck a sweetie	7.0%
Turn on air conditioning	6.1%
Move to the ladies-only carriage on the train	5.2%
Blatantly hold my nose	1.3%
Other	0.2%