A preliminary study on the effect of gender‐matched odours on the evaluation of emotional, cognitive and aesthetic characteristics of faces

Facial attractiveness plays an important role in everyday social interactions. In the present study, we investigated whether people's evaluation of attractiveness can be modulated by odours. In Experiment 1, twelve participants rated a series of odours on several perceptual and synaesthetic characteristics (gender, pleasantness, cheerfulness, intensity, arousal and association with food), along visual analogue scales. In Experiment 2, the participants judged the attractiveness of female and male faces, while smelling an odour that was rated in Experiment 1 as more feminine (caramel), masculine (licorice) or when odourless water was presented. The results showed that the participants evaluated female faces as more attractive when the caramel odour was concurrently presented. By contrast, the participants evaluated the male faces as more attractive when the licorice odour was presented. These results highlight the importance of the synaesthetic associations between “gender” and odours on people's judgements of facial attractiveness. Male and female faces attractiveness enhanced by the odours.