New Research Uncovers the Stinky Truth about Bar Patrons' B.O.



    CHICAGO, July 24 /EMWNews/ -- As more cities around the world pass

smoke-free legislation in their bars and restaurants, patrons are wrinkling

their noses at an alarming truth: the smoke may have been masking equally

offensive odors. Speculating that patrons themselves could be partly to

blame for new, unpleasant smells, AXE, the male grooming brand and maker of

all-over deodorant bodysprays, partnered with world-renowned scent

scientist Alan Hirsch, M.D., to reveal what's behind "bar funk."



    Through a series of scientific tests at a popular Chicago

bar/restaurant, Dr. Hirsch discovered that while the odor of cigarette

smoke is gone, equally offensive aromas that were previously hidden have

surfaced. The tests also showed that bar patrons were a major cause of the

stink. Sweat was one of the top odor contributors to the "bar funk" and in

addition to armpit odor, smells from patrons' backs, heads and abdomens

were also potent. While these tests were conducted in only one bar, the

results could shed light on why other smoke-free establishments are also

experiencing "bar funk."



    KEY FOUL FINDINGS



    Using scientific odor-gauging instruments, Hirsch performed two tests:

1.) "ambient odor concentration" test to quantify how bad the smoke-free

bar smelled; and 2.) "head-space analysis" test on six randomly selected

male patrons to locate the sources of their smell.






    SMELLY LOCATIONS: HOW THEY STACK UP*

    --  Swine Production Site (60)

    --  SMOKE-FREE BAR (50)

    --  Animal Rescue Facility (30)

    --  Men's Room (15)

    --  Industrial Site (7)

    *Based on ambient odor intensity levels, 60 being most smelly, zero

being least smelly








    WHERE THE SMELLS CAME FROM*

    1.  Back

    2.  Head

    3.  Abdomen

    4.  Underarms

    *Ranked highest to lowest, based on tests of six randomly selected male

patrons








    TOP ODOR CONTRIBUTORS AT THE TESTED SMOKE-FREE BAR/RESTAURANT*

    1.  Must/Earth/Mold

    2.  Urine-like

    3.  Sour/Acid Vinegar

    4.  SWEAT/BODY ODOR



    *Top four of 46 odors picked up by the "nasal ranger" test



    THE SOLUTION?



    With B.O. as a main contributor to the funk identified through Dr.

Hirsch's tests, AXE wants to help ease this sweaty epidemic by reminding

guys that in addition to underarm deodorants, using an all-over deodorant

bodyspray may help them stay fresh all night long and avoid contributing to

the "bar funk."



    INTERVIEW OPPORTUNITIES



    Dr. Hirsch is available to discuss this study and demonstrate his

methods using his "nasal ranger" equipment.



    ABOUT DR. HIRSCH



    Alan Hirsch, M.D., is a neurologist, psychiatrist and nationally

recognized smell and taste expert. He is also the founder of the Smell &

Taste Treatment and Research Foundation in Chicago.



    ABOUT UNILEVER



    Unilever (NYSE: UL, UN), one of the world's largest consumer products

companies, aims to add vitality to life by meeting everyday needs for

nutrition, hygiene and personal care. Each day, around the world, consumers

make 160 million decisions to purchase Unilever products. The company has a

portfolio of brands that make people feel good, look good and get more out

of life.



    In the United States these brands include recognized names such as:

Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock,

Degree, Dove personal care products, Hellmann's, Knorr, Lipton, Popsicle,

Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline.

All of the preceding brand names are registered trademarks of the Unilever

Group of Companies. Dedicated to serving consumers and the communities

where we live, work and play, Unilever in the United States employs

approximately 13,000 people in more than 60 office and manufacturing sites

in 24 states and Puerto Rico -- generating nearly $10 billion in sales in

2006. For more information, visit http://www.unileverusa.com.








     Contact:  Dan Cohen, Edelman           Emily Zielinski, Edelman

               312-240-2750                 312-233-1293

               [email protected]        [email protected]