Pheremones Work!

Dial for Men has a new product out, a body wash which is "pheremone infused." A Dial website shows a video in which 9 of 9 women appear to prefer Dial to competitive products. Supposedly, Dial shows that pheremones (a sexual attractant) work.

Today in my marketing class, I redid this quasi-experiment with some changes. I had 5 blindfolded female students smell 8 male students. Two each of the male students had rubbed one of the following on their wrist: Dial for Men Magnetic Attraction Enhancing Body Wash, Axe Fever Shower Gel, Cetaphil Skin Cleanser, and a professionally-mixed scented "attraction oil." 5 out of 5 of the ladies ranked the Dial for Men first. The unscented Cetaphil actually did as well as the Axe product! And the attraction oil was ranked last on everyone's list.

My sample of females (college juniors and seniors) appears to be somewhat younger than the women in the Dial for Men video. Both samples are tiny (9 there, 5 for me). There are other problems. Still, I'm surprised that the outcome was so clear.

If you are a guy, try the Dial! It can't hurt.