An antiperspirant ad campaign in the early 1900s dubbed body odor "B.O."

Americans only became intolerant of body odor in the last century

Daily bathing only became a societal norm in the last century. Today, Americans routinely bathe and buy more deodorant than any other country, spending roughly $6 billion annually on odor-reducing products. The rise of industrialized soaps, deodorants, and antiperspirants—and extensive marketing around them—stimulated this demand.

Americans spent $6.6 billion on body odor products in 2023

This high figure from Euromonitor, a research firm, suggests Americans spent more on deodorant than in any other country. Beyond deodorant, there's also growing interest in "whole body" deodorant designed to mask smells from various parts of the body beyond the armpit.

Modern roll-on deodorant design was modeled on the ballpoint pen

Instead of a messy cream, which had been the norm in the 1940s, a new roll-on deodorant inspired by the easy flow of a ballpoint pen debuted in 1952.

Sweat doesn't smell, but bacteria multiply in moist environments—and cause an odor

Body odor is associated with sweat, but odor actually arises from the bacteria that multiply in moist environments on your skin. Hormones, medications, food, and body hair can all affect body odor.

A 2025 study explored the common words to describe body odor across 17 countries

The work identified the 25 most frequent words used to describe body odors across languages, ranked by frequency, and found that "sweaty" topped the list, followed by "sour" and "stinky."

Soap operas earned their name thanks to the sponsorships of soap brands

Many early 20th-century radio programs for women were sponsored by brands that introduced each new episode. Because these dramas were aimed at women, many of their sponsors were for household products, like soap. The association led some to refer to the shows as "soap operas," a title that stuck.

Explore the chemistry of undesired body odors

This graphic highlights some of the main compounds in different body odors, including halitosis (bad breath), flatulence, and foot odor.

A 1973 ad is credited with accelerating the Super Bowl advertising craze

The Super Bowl’s history as an advertising phenomenon began in earnest during the 1970s. In 1973, for instance, Joe Namath and Farrah Fawcett starred in Noxzema’s “Cream Your Face” ad, which Smithsonian Magazine says helped establish the game “as an event for advertisers.” Read this article to learn more about how the Super Bowl became advertising’s, well, Super Bowl.

The 1980s brought luxury items into the bathroom

Companies produced items like waterproof radios and targeted them at people under 30, marketing the devices as hip ways to stay clean.

'Sweat dating' is a dating approach in which partners select each other based on body odor.

Antiperspirants work better if they are applied at night

Dermatologists recommend applying antiperspirant at night for the best results. When applied to clean, dry skin at night, the active ingredient in most antiperspirants (aluminum salt), combined with the skin's natural moisture, forms plugs that block sweat glands, limiting sweat and related odors.

'Old people' smell is real—it's a chemical buildup when fatty acids on the skin oxidize

The chemical composition of body odor seems to change with age. Later in life, we harbor higher concentrations of a chemical compound called 2-nonenal that forms when omega-7 fatty acids on the skin oxidize, and the skin's natural antioxidant defenses weaken. Commonly called "nonenal", it's the smell widely associated with aging, and it's often described as a grassy or greasy odor.

Monsanto got its start in the early 1900s producing saccharin

The company was originally called Monsanto Chemical Works and was founded in 1901 by John Francis Queeny who was then a wholesale drug buyer. He named the company Monsanto for his wife's maiden name. At first, the company began producing saccharin with borrowed equipment and secondhand machines, aiming to produce domestically what was then being imported from Germany. (Some users may encounter a paywall.)

Benjamin Franklin once wrote a satirical essay about passing gas

The Founding Father was asked to judge a contest for the Royal Academy of Brussels, but was incensed by one of the contest's questions, which he believed was highly impractical. In response, he wrote a piece suggesting that the most essential problem for scientists to solve was the "fetid Smell" that came with passing gas.

Exactly who coined the term 'swimmer's ear' remains unknown

There is no record of anyone being the first person to call otitis externa by its most commonly known name, swimmer's ear. The earliest known use of the term was in a 1917 news article, according to the Oxford English Dictionary. The article in Connecticut's The Day stated that the illness was appearing among swimmers and bathers that summer.

'Telephone, telegraph, tell a woman:' Listen to Estée Lauder's legendary vision for word-of-mouth marketing

Without a large advertising budget, Lauder focused her marketing strategy on making high-quality products that women would love enough to tell their friends about. Those friends would later inevitably buy Estée Lauder products.

A super-sniffer smelled her husband's Parkinson's disease years ahead of symptoms.

Scroll through a 75-year timeline of Ogilvy’s iconic ads

From the brilliant Rolls-Royce slogan that David Ogilvy wrote himself (“at 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”) to Dove’s early 2000s campaign for Real Beauty, these 75 ads are among the best in advertising agency Ogilvy’s history.

Odor blockers use nonpolar oils to trap smelly polar molecules

In the case of feces, gut bacteria produce compounds such as skatole and hydrogen sulfide, which the brain registers as unpleasant. Because oils do not dissolve in water, they can be used to create a layer on the surface that prevents smelly compounds underwater from escaping into the air.

Advertising powerhouse Mary Wells Lawrence became the first female CEO of a public company listed on the NYSE when her ad agency went public in 1968.

The 1960s through 1980s is generally considered the ‘Golden Age of Advertising’

This time period spawned some of history’s most well-known ad campaigns, from "I Heart NY" to Nike’s “Just Do It” campaign. In this video from the 4As (the American Association of Advertising Agencies), advertising executive Jerry Della Femina reflects on the most creative ads of the era.

The 1960s through 1980s are generally considered the ‘Golden Age of Advertising’

This time period spawned some of history’s most well-known ad campaigns, from "I Heart NY" to Nike’s “Just Do It” campaign. In this video from the 4As (the American Association of Advertising Agencies), advertising executive Jerry Della Femina reflects on the most creative ads of the era.

Roughly 350,000 billboards advertise across the US.

Bill Bowerman brought running for fitness to America

Nike cofounder Bill Bowerman once cowrote a book with a doctor, W.E. Harris, called “Jogging.” Published in 1967 by New York, Grosset & Dunlap, it introduced America to the idea of running for health, instead of just sport—and kicked off the fitness frenzy of the 1970s that fueled Nike’s early success. (Some readers may experience a paywall).

Listen to how the 1902 'poison squad' experiments changed food safety in America

As part of government research, a group of young men were paid to eat standard American food—replete with food additives like borax and formaldehyde—which revealed the dangers of unregulated food. The work was led by the first FDA commissioner, Harvey Wiley, who helped end the "century of the great stomachache."

Carboxylic acids are one reason teens are smelly

Scientists compared the smells of babies and teenagers and identified some of the compounds that make teens smelly. Carboxylic acids present in teens, they wrote, seemed to give off an "earthy, musty, or cheesy" scent. This 2024 research could help inform future odor-control products.

The most iconic vintage ads

Looking at vintage ads can provide a deep dive into the history of how businesses communicate with their customers. This archive of some of the most iconic print and out-of-home ads of all time breaks down why each ad resonated at the time (think brutally honest copywriting, and long copy that is a pleasure to read). See ads from Porsche, Listerine, and more.

Corynebacterium species are particularly responsible for our funky smell

Myriad bacteria contribute to our body odor, but research suggests that Corynebacterium species are strongly associated with the bad smells emanating from adults. Staphylococcus and Cutibacterium genera may also play leading roles.

Read a study documenting how 'old people' smell increases with age

Analysis of body odors from individuals aged 26 to 75 confirmed that 2-nonenal, an unsaturated aldehyde with an unpleasant, greasy, and grassy odor, was detected only in subjects aged 40 and older.

Typhoid smells like freshly baked brown bread

Certain ailments are associated with documented scents, including diabetes, Parkinson's disease, and typhoid. The skin of people with yellow fever, for example, can smell like a "butcher shop."

Before radio jingles arrived in the 20th century, advertisers used poetry to sell their products.

The ubiquitous 1990s “Got Milk?” ad campaign was intended to fix milk’s dwindling popularity in the late 20th century

Despite its success in spreading the word about milk, the sales numbers weren’t quite as impressive. This Mental Floss article details the marketing efforts themselves, as well as how milk lobbyists didn’t necessarily succeed despite their revolutionary ads.

'Mental hygiene' was the 1843 term for mental health

It was coined by American psychiatrist William Sweetzer to reference the same idea as personal hygiene. Mental hygiene, in Sweetzer's view, needed to be maintained in the same way people attend to their personal cleanliness, an idea that was supplanted by better understanding of the complexities of mental health disorder causes in the decades that followed.

Before it was a drink, coffee was used for handwashing.

After Title IX, the University of Chicago advertised a women's academic-athletic scholarship

There were athletic scholarships for women before Title IX, but the University of Chicago’s Gertrude Dudley Scholarship might’ve been the first to advertise itself as such, taking out an ad in a 1973 issue of Parade magazine. The school received over 1,000 applications.

The medical profession has a dark history of 'body snatching' for education

This term originally referred to secretly removing corpses from graves for sale—usually to medical schools where they were used for education. The practice dates back at least to the 1300s but still—much more rarely—persists today.

Why we should care about renaming the hormonal disorder PCOS to PMOS

The new name, polyendocrine metabolic ovarian syndrome, nods to the hormonal disruptions that cause this condition, which affects roughly one in eight women. People with PMOS may have symptoms including irregular periods, trouble conceiving, weight gain, acne, undesired hair growth, and more. The earlier name, polycystic ovary syndrome, was a misnomer because women with the condition don't have cysts in their ovaries. Rather, they have masses that are actually immature follicles. World health experts think the condition often goes undiagnosed.

This notorious 2010 New Orleans coroner-race attack ad became infamous enough that ProPublica later profiled it as one of the strangest campaign ads on record.

Estée Lauder once broke a bottle of the hit perfume 'Youth Dew' to convince French department stores to carry the product

Youth Dew, originally launched in 1953 as a bath oil, was wildly successful in the American market and one of the early products that cemented Estée Lauder as a luxury cosmetics brand. When the Galeries Lafayette in Paris hesitated to sell the perfume, Lauder "accidentally" broke a bottle of Youth Dew, causing the smell to spread throughout the department store. Shoppers began asking for the scent, and the department store agreed to sell it.

The most expensive ad of all time was for Chanel No. 5 perfume

One prankster started a movement to clothe animals in the mid-20th century

G. Clifford Prout founded the Society for Indecency to Naked Animals, saying that animal nudity was rude and immoral. The campaign continued for years until CBS employees realized Prout was actually a comedian named Buck Henry.

Menopause may become a $600B industry

Companies marketing products and supplements to alleviate menopause symptoms and make life easier during this life stage have become a gold mine. This 2022 article explores how and why companies have swooped into this space, and whether you should trust them or not.

In the early 20th century, 'baby cages' were popular among parents who believed that putting their children in the cold would build their immunity to minor illnesses.

​​Andy Warhol made a Coca-Cola perfume called 'You're In'

The 100 spray-painted bottles were filled with a cheap citrusy perfume, practically begging audiences to ask if they were indeed filled with urine. The Coca-Cola Company sent a cease-and-desist letter shortly after learning of the project. IN 2017, a Japanese fashion brand remade the works without mentioning Coca-Cola.

Fear has a specific 'smell'—at least to machines

This excerpt from a Mythbusters episode takes on the smell-of-fear question, comparing the sweat composition of individuals exposed to snakes, rats, and scorpions with that of people exercising. Molecularly, the sweats are different to a gas chromatography machine, but to most noses would be indistinguishable.

The Breathalyzer was originally called the 'drunkometer.'

Some say baseball's drug problem goes back to the late 1800s

At age 32, pitcher James “Pud” Galvin was feeling tired and decided to take "the Brown-Séquard elixir," which contained a testicular fluid from dogs and guinea pigs, believed to invigorate tired bodies. It might've worked: Galvin pitched a two-hit shutout the next day.

Most people with East Asian ancestry are genetically predisposed to be less smelly.

1 in 15 adults over age 40 experience phantom odors

This phenomenon was measured in a 2018 study that examined the prevalence and risk factors for phantom odor perception. Older adults were less likely to experience these phantom odors as they age, just as their overall sense of smell declines. Women are more likely than men to perceive phantom odors.

The first identification of Alzheimer's was made in 1906.