While Cari Casteel was watching Super Bowl ads about a decade ago, she didn’t expect to find the inspiration for her PhD thesis.

An Old Spice commercial played and “the man your man could smell like” catchphrase caught Casteel’s attention. Her mind wandered, and she started to think about what men usually smell like compared to what women usually smell like, and how personal care products help to construct those scents and connect with ideas about gender.

— Read more in An ‘olfactory identity’: UB researcher studies the history of deodorant at University of Buffalo News Center.