And a new study in the U.K...found that men who used Lynx deodorant, Axe's British-brand cousin, were seen as more attractive by females than men who used a "placebo" deodorant with no fragrance.
But: the women just saw videos of the guys in the study—they couldn't smell them. Meaning that Axe actually works by making you feel more attractive. If you feel more attractive after soaking yourself in an aerosol version of car air freshener, you may not be the most urbane man to begin with, which leads to the second part of the study's results:
Women rated the fragranced men as more attractive when the sound on the videos was off, but had no statistically significant preference when the sound was on.