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Feel the Norse Power

New men’s deodorant created that smells of a Viking warrior after a hard day’s raiding (that’s mead, gore, sweat, animal meat, seawater and smoke for the uninitiated)

  • Visit York, tourism agency for historic York, creates ‘Norse Power’: a new deodorant for men that attempts to capture the aromas of Viking-era York and the fierce raiders that conquered the city
  • Deodorant contains the scents of battle gore, sweat, pine, meat, mead, seawater and smoke
  • Deodorant developed by scent experts in consultation with York’s Viking historians

It’s truly a formidable scent… A warrior’s scent. Called Norse Power it’s a brand new men’s deodorant like no other, containing a fearsome musk of battle gore, sweat, mead, forest pine, meat, seawater and the smoke of burning fires. And with just one spray the daring wearer of Norse Power will instantly take on the smell of a fierce Viking warrior fresh from a raid in the Middle Ages.

Created in the 30th anniversary year of York’s JORVIK Viking Centre, the new body spray was commissioned by Visit York to give the groomed 21st century male an understanding of the aromas that abounded in the days of longships, long swords and even longer beards. Indeed, In Britain, as well as across the pond, facial hair has made a startling comeback, with the ‘hipster beard’ (or ‘Viking beard’ as it was originally known) now sported by men from all walks of life. And if they’re going for the look, they might as well embrace the smell too.

The body spray was developed by a team of scent scientists in consultation with York’s Viking experts at JORVIK, renowned for its accurate research of smells of the period. Equipped with this unrivalled Norse knowledge, and a superior sense of smell, they set about concocting a formula that would give a nasal insight into the types of aromas a Viking raider would have been exposed to on his daily conquests.

The full list of ingredients contained in Norse Power Deodorant For Men is:

Mead (imbibed generously by Viking warriors after a hard day’s raiding)

Blood and gore (spilled on the battlefields as the marauding Vikings conquered all in their path)

Smoke (from the settlements razed by Vikings during raids)

Seawater (From the journey by longship to British shores)

Mud (Vikings often travelled by foot over the sodden terrain)

Human sweat (which would have been deep soaked into a warrior’s clothes after a hard day’s raiding)

Animal meat, fruits and nuts (the essential ingredients of a hearty Viking feast)

Fresh pine (from traversing the many forests of Britain in search of places to conquer)

Michelle Brown, Marketing Manager of Visit York, said: ‘Historical research indicates that the Vikings were quite particular about personal hygiene, especially when compared to the Anglo Saxons. But even so, this only meant washing once a week, which by today’s standards isn’t exactly the height of cleanliness! And for a Viking raider, who’d travelled hundreds of miles over land and sea, and spent their days fighting bloody skirmishes, it’s fair to say they wouldn’t always have carried the most alluring aromas around with them.’

‘With Norse Power we wanted to try and capture the sort of smells that would have been part and parcel of the lives of Viking warriors around the time that York was the Norse capital of England. But more than that, with all of the bath products, deodorants, perfumes and aftershaves available today, we wanted to give male visitors to York the unique chance to cast aside their allegiance to modern aromas and instead embrace the smells from an era of true warriors!’

Those interested in smelling Norse Power will need to head to the Visit York Visitor Centre, 1 Museum Street on either Saturday May 17th or Sunday May 18th. Couples especially will be encouraged to test the body spray out on their partners to see which they prefer: their usual 21st century aftershave aromas or the smells of the Viking era.

Visit York’s new Norse Power deodorant follows hot on the heels of its Smell York scented guidebook and is part of a brand new marketing campaign, promoting York through the five senses: Smell, Touch, See, Hear and Taste. New visitors to York are being offered Fifty ideas for their first visit to the city at  and the campaign is being sponsored by East Coast Trains in partnership with VisitEngland.

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For more information, to request a bottle of Norse Power or for high resolution imagery please contact

E: or T: 020 7234 9150

Notes to editors:

Using the five sense headings of: Smell, Touch, See, Hear and Taste, new visitors to York are offered Fifty ideas for their first visit to the city

Viking Versus Modern Man Vital Statistics:

An average Viking warrior was:

Roughly 5.8 feet tall.

Weighed around 13 stones (depending on diet).

Washed once a week (on a Saturday, known in Norse as ‘Laugardagr’ – or Laundry Day).

Had 1 wife (once you married you became a higher status in Viking society).

Had a life expectancy of 40 - 45 but the biggest killer in males was war (so if you lived past 25 you were doing well!).

Lived on a diet of fish, bread and what ever they could find off the land. Sea food was an important diet to the Vikings.

The Vikings raided in the summer to better their family's economic standing at home - so they would use the summer raids to stock up for long winters.

The average modern male is:

Roughly 5.9 feet tall.

Weighs around 13 stones (depending on diet).

Prone to washing at least once a day and wearing deodorants and aftershaves.

Has a life expectancy of 79.

*While the modern man might like to think they’re nothing like the Vikings, research shows that around 1 million Britons today – one in every 33 men – are actually directly descended from the warrior Norse race.

**York was attacked by the Vikings on November 1st 866 AD, a battle they swiftly won. Thereafter it effectively became the thriving commercial capital of a new Viking kingdom, and was referred to as ‘Jorvik’ by its Norse conquerors.

About Visit York

• Visit York is supported by the City of York Council and over 700 tourism businesses and works in partnership with VisitEngland.

• Visit York’s aim is to market York as a must-see world-class destination to the leisure and business visitor, and ensure investment to develop the quality of tourism in York. Visit York is responsible for leisure and conference marketing, visitor services (running the city’s Visitor Information Centre), training and ensuring a quality visitor experience.

• Visit York is the driving force of the city’s tourism industry.

York’s Fifty First Time Experiences

Using the five sense headings of: Touch, Smell, See, Hear and Taste, new visitors to York are offered Fifty ideas for their first visit to the city

• Yorkshire was named as one of the top places in the world to visit in 2014 by Lonely Planet, one of the world’s leading travel publications• Lonely Planet put the area third in the top 10 world regions, behind destinations in India and Australia.

About Visit England

• Visit England is the country’s national tourist board. They work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors• Their work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on
• For corporate information see  and for consumer information see