Singletons in the States are sniffing their way to love.
American love-seekers are choosing to let nature have her way - and allow their noses to guide them to a choice of partner, rather than their hearts.
"Pheromones are chemical triggers produced by the body that influence mood and behaviours," explains The Daily presenter Justin Rocket in a film about the craze for 'pheromone dating parties'.
"These chemical indicators can let us know if another person genetics would make them a good breeding partner"
Guests are asked to submit a T-shirt that they've worn three nights in a row and then 'preserved' in the freezer to lock in that all-important smell.
These T-shirts will be bagged up, numbered, colour coded 'pink' or 'blue' according to gender and then sniffed by other attendees.
If guests like the smell of someone, they will then appear on a TV screen holding the labelled bag, and its owner can then choose whether to go talk to their sniffer.
According to the Associated Press the parties, which were started out as an experimental matchmaking fest by a California woman weary of online dating, have been held in New York and Los Angeles and are planned for Atlanta, San Francisco and other cities.
Judith Prays, a web developer who now lives in Atlanta, said she came up with the idea for pheromone parties after she failed to find a match online. Prays said she'd date men for a month or so before things soured until she started seeing a man who wasn't what she was looking for and wound up in a two-year relationship.
What she remembered was his smell.
"Even when he smelled objectively bad, I thought he smelled really good," the 25-year-old said. "And so I thought, OK, maybe I should be dating based on smell?" reports CBS.
Research studies using similar T-shirt experiments have shown that people prefer different human scents. But whose smell they prefer is dictated by a set of genes that influence our immune response — which researchers say is nature's way of preventing inbreeding and preserving genetic adaptations developed over time, reports CBS.