" They hold the piece of clothing close to their noses and inhale a mixture of fabric, wind, soil, damp and the stiffening that comes from textures hanging outdoors in minus-degree temperatures. This aroma is by far the most popular fragrance among the Russian consumers I interviewed, and it explained the slow sales of a flowery-smelling laundry detergent. Floral scents not only had no emotional relevance to Russians, they made Russian men feel self-conscious. Ultimately, I convinced the laundry detergent manufacturer to get rid of the smell entirely. We then rebuilt the fragrance to duplicate the scent of cold air, soil and the outdoors, and the detergent began selling again. My "

― Martin Lindstrom , Small Data: The Tiny Clues that Uncover Huge Trends