lol, this reminds me of a time when I was shopping at the mall, and when I got out of my car some douche stopped me and tried to sell me some cologne with pheromones. From a marketing stand point, this soliciting bastard had a good idea. He went on to call it a "liquid panty dropper". Approaching teens selling cologne for cheap prices that's guaranteed to get them laid, who wouldnt buy it??
Anyways, I called his bullshit, and told him my cologne smelled better than that stuff, and I get plenty of action without it. Now to most people it actually does work. Not because of any pheromones or anything like that, but because people
believe that when they wear that stuff it attracts women. Thus making them more confident, and getting them more women, and of course, they are going to come back when they run out.
The marketing strategy of AXE is the same, I can recall several of their commercials. It may smell nice, but that's it. If you get more action than normal, it's because you believe it's doing something.