Mandom (headquarters: Osaka) noticed in its "Survey on Men's Body Odor Awareness" (an online survey of 1,200 Japanese people aged 10-60 conducted in 2008) and "Survey on Sweat and Odor" (an online survey of 282 men and 490 women aged 25-49 nationwide conducted in October-November 2013) that approximately half of the respondents noticed a change in the body odor of men in their 30s and 40s. However, since the significant increase in "2-nonenal," a chemical emanating from the chest that is commonly associated with aging, occurs after the age of 50, the company has long been researching the components responsible for the oily odor unique to men in their 30s and 40s. As a result, the company discovered a "third odor" unique to middle-aged men that is neither the typical sweat odor of younger people in their 20s nor the typical aging odor of men in their 50s and older. Mandom has named this third odor "middle-aged oily odor." Middle-aged oily odor is the oily smell of sweat that mainly comes from the back of the head and around the neck. It has also been identified that the cause of middle-aged oily odor is an odorous component called "diacetyl" derived from eccrine sweat. The research results also revealed that the concentration of "diacetyl" in the head of men aged 20 to 62 24 hours after the onset of symptoms peaks around the age of 40. Furthermore, in a survey of hairdressers (scalp care questionnaire conducted on 409 hairdressers in March 2012), many said that "male customers start to worry about odor around the head from their late 30s," with over 60% describing this odor as "oily."

The generation in their 30s and 40s is one in which three odors coexist: the "general sweat odor" of people in their 20s, the "body odor of aging" that becomes more noticeable after the age of 50, and "middle-aged oily odor." Mandom has developed the Lucido Deodorant Series, which addresses not only middle-aged oily odor, which is difficult to notice because it originates from the back of the head, but also "general sweat odor" and "old man odor." Shampoo, body wash, deodorant spray, and more are scheduled to go on sale from late February 2014.

It is said that washing the back of the head thoroughly is also important in preventing odor from occurring. Middle-aged men, be sure to wash the back of your head thoroughly!