If a product made the not-so-subtle promise that one use would make women want to lick all over you, it would probably grab your attention.
Sex, sex and more sex is the tried-and-true hook that the makers of AXE -- a line of male-deodorant body products -- have used in their relentless advertising to reel in young men.
"[It's] a lick-able, addictive fragrance," said Jeanine Bernstock, the company's fragrance development manager.
AXE's commercials boast that just one long spray across a young man's chest -- as we were told was the best way to wear the fragrance -- would instantly cause countless voluptuous ladies to chase after him, pawing for his affections.
AXE's marketing director, Mike Dwyer, called this the "AXE lifestyle" and said the body spray is the perfect wing-man for their target demographic of 18- to 24-year-olds who are in the "mating game."