Several lines from this article caused near nasal fountains of coffee. Don't read while drinking!
Smell you later, Axe. It turns out that there is some Freudian window in which smelling like your mom is so beyond contemplation that they wordlessly gave it up altogether.
http://www.slate.com/articles/double_x/doublex/2013/10/axe_men_s_body_spray_what_happens_when_a_woman_wears_it_for_a_week.html