When a PR’s email arrives that starts with “I wanted to pass along a story idea about bathroom smells”, most reputable media outlets would head straight for the delete button.

Not so B&T. With our passion for utterly pointless studies and a few bathroom stinkers on staff too, we thought the release definitely worth sharing.

The study is by American firm LooLoo who manufactures toilet fresheners that can apparently eliminate the odour from even the most onerous of stools.

Aptly named the Bathroom Smell Study (read it in full here), the authoritative piece attempts to unravel who’s to blame for stinking-up the toilets of America. Check out some of the in-depth findings below:

• Two-thirds of men say their spouses are to blame for foul odours
• Men 55-years-old and older are more likely to believe they leave the bathroom at home smelling worse than younger men from 18 to 34 years of age (38 per cent versus 20 per cent)
• Seventeen per cent of American adults say their kids leave the bathroom at home the smelliest
• 30 per cent of men acknowledge and own up to the fact that they leave the bathroom at home smelling the worst 
• Women are over three-times more like likely to blame their spouse for leaving the bathroom smelly than men (30 per cent versus nine per cent)

Commenting on the survey’s findings, LooLoo co-founder Taylor Wood offered this fascinating insight: “It seems that the older someone gets, the more likely they believe they are the stinkiest in the restroom.”

However, LouLou’s not all about pointing the finger of blame, it’s also launched this innovative brand campaign to promote the product too: