article_snippet.sent: One of the factors that influences we partner choice is smell,' says Tim Jacob, emeritus professor at the School of Biosciences at Cardiff University.
article_snippet.sent: Tim Jacob, emeritus professor at the School of Biosciences at Cardiff University react in an involuntary way to smell because Tim Jacob, emeritus professor at the School of Biosciences at Cardiff University noses are connected to synapses in the unconscious part of the brain (the piriform cortex), which governs the subconscious mind. '
article_snippet.sent: The power of the subconscious mind is extremely strong.
article_snippet.sent: And there are ingredients with a proven track record of evoking other strong subconscious reactions.
article_snippet.sent: However, if it's cloying or overpowering, the effect can be ageing.
article_snippet.sent: Anything that overwhelms our senses can begin to smell stale and musty, and these are scents that the unconscious mind associates with age.
article_snippet.sent: You may never run a marathon, but you'll smell like someone who does (in a good way).