Nivea’s newest campaign by Happiness FCB is a mobile phone cover that works as an electronic nose when paired with its accompanying app.

The Nivea Nose has a sense of smell that’s sharper than a man’s. This matters to men in part because our noses become used to our own body odour and cease to detect it, but mostly because the part of the brain that perceives odours is 40% smaller in men than women, according to a 2014 research study at Université Lyon in France.

If a man wants to how high his level of B.O. has reached, he puts his smartphone (with the cover on) near his armpit. The Nose’s sensors pick up the smell and evaluate it based on an algorithm created after analysing the smells of 4,000 other men.

It notifies the man with a message that “It’s OK,” “It’s Time,” or “It’s Urgent.”

Geoffrey Hantson, chief creative officer at ‎Happiness Anywhere / FCB Global, commented, “We’re introducing the app next month, but it won’t work until the phone cover is available. It’s up to Nivea whether they want to sell those covers separately or as part of a package of body care products.”

The product is currently in beta testing.