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One of the leading researchers in this field is Alan R. Hirsch, M.D., a neurologist and psychiatrist who runs the Smell and Taste Treatment and Research Foundation in Chicago. On the treatment side, he works with people who've lost their sense of smell. More than four million Americans suffer from noses that no longer know- the impairment can be brought on by head injury, age (half the elderly have lost their ability to smell) and diseases, like Parkinson's, Alzheimer's and hypothyroidism. Whatever the cause, its consequences involve more than just a bothersome inability to stop and smell the roses. For instance, says Dr. Hirsch, "Approximately 90 percent of patients with head trauma describe a loss of sexual function after losing their sense of smell."

On the research side of his foundation, he has conducted over 100 studies in the last decade. Among his discoveries:

Odors may be useful in treating impotence. Dr. Hirsch tested a group of medical students and found that the smell of cinnamon buns increased blood flow to the penis. He then did a larger study of 31 guys ages 18 to 64 and found that a combination of lavender and pumpkin pie increased penile blood flow 40 percent. Also effective: the scent of doughnuts and black licorice (32 percent) and doughnuts and pumpkin pie (20 percent). Why this is so is still anyone's guess.

Odors can help you lose weight. In a massive, six-month study of 3,193 overweight people he instructed them to sniff an inhaler containing banana, mint and green apple scents whenever they got hungry. Those who felt bad about being overweight-but did not feel bad about themselves overall-were able to lose nearly five pounds a month.

Odors can help you learn faster. Men and women were able to complete a series of tests 17 percent faster when wearing a floral-scented mask. The effect was even more pronounced on children. One more good reason to keep flowers around the house.

Odors can make you spend money faster. One of the latest trends in retailing is the subliminal odor strategy- pumping just enough scent into the air so that we don't notice it, but our moods improve and we open our wallets. Dr. Hirsch tried this at a Las Vegas casino one weekend and got people to spend 45 percent more on the slots.

The loss of smell is linked with other maladies. Migraine sufferers suffer disproportionately from an impaired sense of smell. And 35 percent of patients with smell problems are clinically depressed. Odors can affect people with anxiety disorders- the smell of green apple and cucumber, for example, eases the panic of claustrophobia.

The Smell and Taste Treatment and Research Foundation currently has 85 research projects in progress. Among them is a study of odors and male-male interaction. In other words: If you wear cologne, does that have any effect on the other guys at the office? "It's not as simple as we thought," Dr. Hirsch says of the results to date. It seems that different scents work differently, depending on your age, the ages of the men around you and who's in a position of authority.

The bad news is, we'll have to wait until the late 2000s for some answers. The good news is that maybe there is such a thing as the sweet smell of success.

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