Those who watched BBC4's mesmerising documentary series Perfume will know the lengths to which multi-billion dollar perfume brands will go in order convice us that their scent is 'cool'. What none of them seem to realise is that there's nothing more uncool than a brand telling you that they are cool. Still, judging by this new campaign, Joop! Homme seems to have twigged. Presented by misguided 'Seduction Expert' James Charm - the man who took the charm out of charm offensive - each episode ruthlessly skewers traditional perfume marketing. Watch the video above to see Charm in action, as he uses his PhD in Aphrodisiac Sciences to 'help' the nation's single men attract women. For more of Charm's seduction tips, visit the Joop! Homme Facebook page.