Bourgeonal

Olsson and Laska find an exception to the generalization that women sense chemicals better than men. Men are better at detecting the lily-of-the-valley flower smell of the compound bourgeonal. This same compound is a powerful chemical attractant for male sperm cells. Because the olfactory receptors on sperm cells are also expressed in the human nose, and selective pressure for keener receptors would act on men but not on women, it makes sense that men are more sensitive to the sperm attractant.

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Bourgeonal is an aromatic aldehyde used in perfumery. It has a fragrance reminiscent of Lily of the Valley, otherwise described as floral, watery, green and aldehydic. It is a pale yellow liquid at room temperature.  It is toxic if swallowed and can cause skin irritation and sensitisation on contact.

Recently it was found that in vitro, bourgeonal acts as a chemoattractant for human spermatozoa, activating an olfactory receptor called hOR17-4 which opens calcium ion channels in the sperm, leading them to swim twice as fast.[1] Bourgeonal is suspected to be involved in helping sperm locate the ovum.

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Chicago artist Jessica Dunne, who had no experience in the beauty industry, spent about $100,000 of her own money to produce "Ellie," "a quaint floral heavy on lily of the valley" based on her memories of her grandmother. Her success story is the definition of "heartwarming," from her childhood perfume bottle collection to the family focus group to the hand-tied bits of grosgrain ribbon on the little faceted bottles. The buyer at Bendel's who took a chance on Dunne "had a hunch that her clients would respond to the brand story." They did: although the perfume retails for $180, it's sold well enough that Dunne is launching a second scent.

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