The truth about wearing 'sexy' male fragrances: It works

Last week, a bunch of men in white coats finally proved what a bunch of men dressed like Don Draper have been trying to tell us (or rather sell us) for years - that wearing fragrance can make you irresistible to women.

Scientists have discovered that a chemical compound called hedione, first used in Christian Dior's iconic men's fragrance Eau Sauvage, but also found in fragrances like CK One and Paco Rabanne's Invictus, stimulates an area of the brain responsible for the release of sex hormones in women.

Naturally, most of the men to whom I mentioned this discovery were beyond excited at the prospect of being able to apply a fragrance containing a bona fide aphrodisiac - with Eau Sauvage suddenly taking on the aura of a miraculous 19th-century medicine-show elixir.