This has been making the rounds of Swedish newspapers lately, but I have not seen it mentioned here: A PhD thesis from Stockholm University reports that test subjects (heterosexual, aged 20-30) when asked to rank fragrances on a masculine/feminine scale performed rather poorly (with the "commercial gender" of the fragrance taken as the "right" answer) and, when asked to pick fragrances for themselves and for a hypothecical partner tended to chose the same fragrance for both, often "unisex" styled fragrances.
(Disclaimer: I haven't read the full text; it is available (in English!) through the link above for anyone with a deeper interest than I have. I realize that it is dangerous to draw any conclusions from the abstract (or, indeed, the conclusions...) of any scientific publication.)
(Disclaimer: I haven't read the full text; it is available (in English!) through the link above for anyone with a deeper interest than I have. I realize that it is dangerous to draw any conclusions from the abstract (or, indeed, the conclusions...) of any scientific publication.)