Eau Sauvage by Dior - advert signed by René Gruau, 1971 - courtesy of Memory Pub
An article in NeuroImage shows the results of a study conducted on the neurological reactions to the scent of the fragrance molecule Hedione vs. another floral scent, phenylethyl alcohol...
Hedione has been demonstrated to have an effect in women's brains causing sexual hormonal arousal. It also has the property of activating a "dormant" pheromone receptor in humans among the five we still possess.
In comparison to a common floral odor (phenylethyl alcohol), Hedione exhibited significantly enhanced activation in limbic areas (amygdala, hippocampus) and elicited a sex-differentiated response in a hypothalamic region that is associated with hormonal release.
Utilizing a novel combination of methods, our results indicate that the putative human pheromone receptor VN1R1 is involved in extra-olfactory neuronal activations induced by the odorous substance Hedione. The activation of VN1R1 might play a role in gender-specific modulation of hormonal secretion in humans.
The first fragrance to feature Hedione was Eau Sauvage by Dior (lit. Wild Water) - now they could market it scientific proof in hand as the cologne which drives women wild.