Galvan noted that the response pattern of teen brains is essentially the same response curve of a seasoned drug addict. Their reward center cannot be stimulated by low doses—they need the big jolt to get pleasure.
Then Axe faced another big problem. Insecure high school students had been so convincingly persuaded that Axe would make them sexually appealing that they began completely dousing themselves in it. After all, if Axe = sex, then more Axe = more sex, right? According to CBC News, “Some boys have been dousing themselves in Axe, apparently believing commercials that show a young man applying the deodorant and being immediately hit on by beautiful women.” It got to the point where the students were reeking so heavily of it that it was becoming a distraction at school. So much so that in Minnesota, school district officials attempted to ban it, claiming that “the man spray has been abused, and the aerosol stench is a hazard for students and faculty.” The principal of one Canadian school started actually confiscating bottles of Axe. “They spray it all over their heads and their necks,” one teacher said. “They don’t realize how powerful the odor is. . . . They have no idea how much it takes to be a walking stink bomb [which is] basically what they are.”
All from Eric Barker.