We have several posts about men’s body washes, shaving creams, etc., by companies like Axe. [See Old Spice centaur, Axe blow job towel, Axe oral sex shower gel, Axe irresistible chocolate man and Axe converting Hillary Clinton into an Obama supporter.] Axe and friends tend to imply that users of their products will be inundated by fawning heterosexual women who are rendered powerless by the overwhelming masculinity imparted by smelly spray. A commercial for Nivea body wash talks back directly to Axe and friends, defining such flamboyant masculine presentation as boyish. The more restrained scent and modest claims of Nivea are presented as manly. Interesting.

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