We are all some how familiar with the Axe body spray product, yes, it is the scent/ odor that graces/ pullouts high school boy’s locker rooms world wide. Axe has became a house hold brand through its successful mass marketing of the “Axe Effect,”. Warning labels are to be found on each bottles of Axe stating, “Beware of the Axe Effect. The Axe Effect may result in, but is not limited to, unrelenting female attention and/or late nights.” This false information brain washed many teenage boys into buying large amount of the product to drench themselves in, all in the hopes of attracting the opposite sex. referring to the good old Maslow’s Hierarchy of needs Axe has set out a full-on attack from the physiological needs, to the Love’ Belonging needs, then eventually the esteem needs.