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Ask any girl what she remembers most of her man–whether past or present–and one of the things she will almost certainly say is ‘His scent.’ Forget the big bank account, flashy car(s), designer threads and weekend treats to Paris–when it comes to sweeping a damsel off of her feet, a man’s smell plays a fundamental role.

Unfortunately, this is something of a generalization, for many a woman is still all too readily impressed by a man’s ability to buy her expensive gifts rather than his ability smell freshly delicious. Nevertheless, the fragrance industry–well aware that sex sells–continues to invest large amounts of money in scientific research in an attempt to better understand the complex laws of human attraction.

Earlier this year, a fascinating report was published in the International Journal of Cosmetic Science, revealing the results of a recent study conducted by Unilever and the University of Liverpool. The team of experts, led by Dr. Craig Roberts, have discovered that when a man alters his natural body odour, this can subconsciously cause him to increase his self-confidence and consequently increase how attractive women perceive him to be. In short, the more confidence a man exudes, the more likely he is to catch a woman’s eye (or in this case, nose).

Women will probably already know this, as confidence is by far one of the most attractive traits in a man. Yet what is so fascinating about this study is the revelation that a self-sprayed scent can subconsciously alter a man’s behaviour and his confidence in a vastly significant way. In the words of The Economist, it seems that ‘to attract a woman by wearing scent, a man must first attract himself.’

So men, forget about following the latest trends in perfumes–find a scent which you feel most comfortable with, whether it be an expensive designer fragrance or a simple bar of soap–and stick to it. Because confidence is always in vogue.