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Scientists Prove the 'Axe Effect' Is Real. Sort of.

Thursday, January 8, 2009

Could the Axe effect be real? By now everyone is familiar with ads for Axe deodorant showing women chasing men who use products from the Unilever personal-care brand. And a new study in the U.K. by Craig Roberts, a University of Liverpool professor who focuses on the role of scent in mate choice among humans and mice, indicates that there might be a whiff of truth in it.

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