I'm still left wondering.... In the middle of a crowded bar, if this spray somehow affects people (overriding their inhibitions, or whatever) why isn't everyone around Owen suddenly compelled to jump his bones?
The pheromone idea seems most plausible. If a spray made Owen infinitely more attractive somehow, that's not the same as saying it lowered another persons inhibitions.... Although, admittedly, we would have to assume that the woman he comes onto found him more attractive than she initially let on... and we would also have to assume that she and her husband are (at least deep down) interested in having "an adventure" with someone else....