The so-called "AXE effect" is underway. Teen boys are turning to inexpensive body sprays such as AXE and Tag in lieu of traditional colognes, reports the NPD Group's Men's Fra-granceTrack 2006. This study found that from 2005 to 2006, the number of teens ages 13-15 wearing cologne dropped from 81% to 59% and older teens ages 16-17 reportedly decreased their usage from 80% to 68% in that same time.
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