Deodorant showers and chemical-heavy cologne rank among Brits’ biggest fragrance icks

Bad fragrance habits could be ruining Brits' chances of finding love, according to new research from Aldi.

A survey of 2,000 UK adults found that two in five people (40 per cent) would consider refusing a second date because of someone's perfume or aftershave, while almost one in 10 (9 per cent) admitted they've ended a relationship because of a partner's choice of scent.

The biggest fragrance turn-off? Overdoing it.

More than a third of Brits (37 per cent) said wearing too much perfume or aftershave is their number one fragrance "ick", with smelling "like an air freshener" (37 per cent) and using deodorant instead of showering after exercise (36 per cent) close behind.

Chemical-heavy colognes also proved unpopular, with 34 per cent of respondents putting them among their biggest scent-related red flags.

Britain's biggest fragrance icks

Social media's influence on fragrance shopping appears to be a double-edged sword.

While 21 per cent of Brits say they discover perfumes and aftershaves online, nearly one in five (19 per cent) listed "TikTok made me buy it" fragrances among their biggest fragrance turn-offs.

Despite the popularity of luxury fragrance brands, the research suggests shoppers are becoming increasingly price-conscious.

Two-thirds (67 per cent) believe cheaper perfumes and aftershaves smell better than luxury alternatives, while 57 per cent say they've received more compliments wearing affordable fragrances than expensive designer scents.

Fragrance advertising also continues to have a surprising impact on buying decisions. Almost a third of respondents (32 per cent) said they've bought a fragrance after seeing an advert before ever smelling it in person.

To coincide with the findings, Aldi has launched a tongue-in-cheek fragrance campaign poking fun at the often over-the-top style of luxury fragrance adverts.

The retailer's new "Aldi Fragrance Advert" follows distracted store worker Dave as he stars in a spoof designer-style campaign filmed in a very unglamorous Aldi setting.

Julie Ashfield, Chief Commercial Officer at Aldi UK, said: "It's official, we're a nation of fragrance fans. Our new research shows shoppers are becoming savvier and are increasingly turning to affordable options that still deliver on quality and scent.

"That's why we're excited to launch our latest range of fragrances, offering customers luxury without the premium price tag."

The campaign accompanies the launch of Aldi's new limited-edition Lacura men's fragrance range.

Lacura Solar Drift, Lacura Classic Edge and Lacura Urban Dusk Eau de Parfum (50ml) are available in stores from 11 June, priced at £5.99 each.