The cuddle drug

It is the chemical that has been described by women as a "cuddle drug". 
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Now scientists have discovered that its effect on men is more rampant and long-lasting than just he desire for a quick hug.
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Oxytocin, a hormone traditionally used to induce labour, is as sexually arousing to men as Viagra, according to new research.
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Studies conducted in the US found that a married man who sniffed a nasal spray containing oxytocin twice daily became more affectionate to friends and colleagues and recorded a marked improvement in his sexual performance.
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According to the actual breakdown of results, the man's libido went from "weak to strong", while arousal went from "difficult to easy". 
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Ego certainly wasn't hurt either: sexual performance, according to feedback from his wife, was classed as "very satisfying".
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Scientists at the University of California believe the findings provide strong support for the idea that oxytocin improves sexual performance and, unlike Viagra, remains a chemical glue within the brain to cement relationships between people. 
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Just how it works is not clear, but some studies have suggested that oxytocin levels rise naturally during arousal. 
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The hormone is also thought to interact with the dopamine system, which is involved in the rewarding aspects of sexual activity.
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Dr Mike Wyllie said: "Given the number of erectile-dysfunction patients who don't respond to drugs like Viagra, there is a great medical need for a new class of drug; this case study suggests there is a basis for optimism that this is achievable. 
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Assuming positive clinical trials, a drug based on this approach could achieve blockbuster potential."
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Oxytocin is produced mainly in the hypothalamus region in the brain, and has been most widely studied in women. 
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It's released during labour to dilate the cervix and boost contractions, and also triggers the release of milk in the breasts. 
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More recently it has been shown to have wider effects on behaviour, including boosting trust, co-operation and bonding, and it has been investigated for a number of conditions including anxiety and autism.
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The new study, "Dramatic Improvement in Sexual Function Induced by Intranasal Oxytocin", was reported in The Journal of Sexual Medicine.
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Oxytocin's power was first recognised in 1979 when virgin female rats whose brains were injected with the hormone began to display maternal behaviour. 
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Since then, several hundred research studies have been carried out, shedding light on the hormone's role in the early stages of sexual passion and in the process of mother-child bonding after birth.