Some of the most beloved formulas have infamously putrid stenches. Perhaps that's part of the appeal.
In the 1980s, Frank Buckley, founder of Canadian cough syrup company Buckley's coined the brand's slogan: "It tastes awful. And it works." At the time, it resulted in a significant spike in the brand's market share. The premise was simple: Even though the product had a foul taste, customers bought it because it was perceived as so effective.
The serum's odor, however, is less well-documented. "The etiology of the odor of CE Ferulic remains a mystery," explains dermatologist Dr. Evan Rieder, who is one of only three physicians in the U.S. that's board-certified in both dermatology and psychiatry, "since there are so many other vitamin C and E-containing products on the market [that don't share its smell].
While concrete data about the correlation between a product's scent and consumers' perception of its efficacy mostly doesn't exist, "we can [only] hypothesize that there is something about the medicinal quality of a product that might lead a consumer to believe that is working," suggests Dr. Rieder. The data that does exist regarding the scents of beauty products is centered around the differences in how men and women perceive smells in these formulas.
With consumers demanding more transparency from brands, learning to analyze ingredient lists and reading dozens of reviews before buying a product, skin-care purchases are becoming less dependent pleasant scents. Two decades ago, we wouldn’t have been caught dead without a generous coating of marshmallow-scented body lotion.
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