New research by the University of Stirling has found that men who are perceived low in masculinity can significantly increase this by applying deodorant, but that this is not the case for men who already have high levels of masculinity.
The study investigated what effect wearing deodorant has on assessing masculinity and femininity. 130 female and male participants rated facial masculinity and femininity using photographs and a further 239 men and women rated odour samples of 40 opposite sex individuals.