Eau de B.O.

The ultimate cologne

Human sweat will certainly attract mosquitoes, but will it also lure members of the opposite sex? That hardly seems to be a gripping question for a perfume company. But Jovan Inc. of Chicago (1980 sales: $120 million) currently is thinking about little else. In 1972 the company scored a hit with Musk Oil, a fragrance for which it claimed almost mystical powers of "animal arousal." Now Jovan is spending up to $6 million on provocative TV ads to promote Andron, a fragrance that it contends is "capable of triggering an intense magnetic reaction" in men and women alike. The...

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