Dan: Look, I've made a fortune covering unpleasant smells with lemon, perfume. But I have no idea how to market the smell of...
Lester: Stink?
Virginia: Actually what we're smelling is Lester's bacteria. That's what's giving off this unpleasant high school locker room tang.
Lester: You're welcome!
Virginia: And what we'll be experimenting with, hopefully, is the subliminal scent.
Dan: The smell behind the stink.
Virginia/Dan: The holy grail of attraction.
Bill: Or, we can call it a love potion.

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Masters of Sex Season 3 Episode 6: "Two Scents"
Masters of Sex
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Masters of Sex Season 3 Episode 6 Quotes

Bill: As much as I would like to take you upstairs...
Virginia: Having my mother arrange it is...grotesque...at best.

So smells elicit emotions rather than arousal, leaving us nowhere.