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Researchers believe that our unique bodily scent plays a larger role in our social lives than we know.Now, social media entrepreneurs are putting that science to the test. Everyone knows that to find true love, you have to be yourself.Catch a whiff of cookies baking, and you might suddenly be struck by a memory of mom. Smelling a snack is simple compared to sniffing another member of the our species.

It helps us make sense of our environment by keeping us safe from spoiled food, for instance, and tipping us off to threats like fire or gas leaks.The romantic part of me still can’t help thinking that smell communicates something deeper than what we can see, touch, hear or taste.“The underlying theory is that you somehow select immune compatibility in a mate,” says Noam Sobel, an expert in olfaction and professor of neurobiology at the Weizmann Institute of Science in Israel.“Isolating the odor part to it has been very, very difficult.” Animal studies are able to control for the diet, genes, upbringing and diseases that alter body odor, but that’s impossible to do in humans.Scientists can also expose lab animals to bodily secretions that would be far too unseemly to use in human studies.

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