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If you're one of the thousands of men who think candlelit dinners are the perfect tonic for an evening of passion, think again. Janine Hogan, spokesperson for the company which last week launched the new female libido booster, Ellya, says men will be surprised at what affects their partners.
"Something as simple as a romantic candlelit dinner could be a total turnoff simply because a woman's body can react negatively to a flickering candle."
Findings like this, which question current sexual knowledge, were made in the research behind the new all-natural pill.
For bedroom explorers hoping to find the G-spot, there is bad news. The expression on your partner's face while you fumble to find her most erogenous zone might not be one of pleasure. The research shows that while some find it erotic, others experience pain or an overwhelming urge to use the loo. Some women don't feel anything at all.
Researchers in Britain and the US thoroughly tested more than 3 000 men and women and discovered that while younger women are more likely to have sexual problems than older women, 43% of females had significant arousal and orgasm problems, compared with 31% of males.
The US research shows that unmarried women are 1,5 times more likely to have sexual problems involving orgasms and desire than married women. This could be attributed to their higher "partner turnover rate".
Professor Alan Riley, a UK professor of sexual medicine, has found that 30% of women, mostly in their 30s and 50s, have no sex drive at all.
Diminished desire affects nearly 80% of women at sex therapy clinics in the UK. Symptoms include loss of sexual spark, little desire to initiate sex and aversion to sexual overtures.
But what are the root causes? Stressful city life and fatigue are common causes among today's women, and a careful look at work routine and lifestyle is essential. Many professional women now have more responsibilities, which can lead to anxiety and the use of antidepressants, all of which places serious strain on normal sexual behaviour.
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Women who have lost self-confidence or self-esteem, or suffer from depression, might be unable to reach orgasm because of psychological blocks just before orgasm is about to reached.
This can largely be attributed to the fear of losing control. For male partners this requires a greater sense of awareness. More time spent nurturing the relationship outside the bedroom could lead to more fruitful sex.
No definite answers can be given to the question of what turns women on, but scientists agree on a few basic principles.
Positive influencing of the female psyche is vital. Men should communicate more and relieve some of the woman's insecurities. Anatomical knowledge is also important. Don't forget that it's her body, so don't treat it like a newly discovered country road and roar ahead without her directions.
Living out your partner's fantasies goes a long way towards building trust and intimacy. Sharing different love-making techniques is an enjoyable journey for both parties as well as a trust builder. Exercise together or on your own to help the circulation and get those "happy hormones", endorphins, pumping.
Phyto-hormone-rich foods, which are sources of naturally occurring oestrogen, progesterone and testosterone, also help. Oriental women are less susceptible to sexual dysfunction because of their diet.
Scottish clinical psychologist Dr Frances Quirk studied women in six countries and found that half experienced a lack of interest in sex. Quirk reckons that current knowledge of female sexuality is only the tip of the iceberg.
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