Budding Romeos at a school in Fredericton have been ordered to stop using a body spray that TV ads suggest will make women swoon.
The principal of Nashawaaksis Middle School says he has a growing collection of cans of Axe body spray that have been confiscated.
Some boys have been dousing themselves in Axe, apparently believing commercials that show a young man applying the deodorant and being immediately hit on by beautiful women.
Unfortunately for the boys, they're not getting the sort of reaction they might have expected.
"They spray it all over their heads and their necks. They don't realize how powerful the odour is," said Grade 8 teacher Heather Touchie-Blakely.
"They have no idea how much it takes to be a walking stink bomb, [which is] basically is what they are."
Grade 7 student Jade Tripp, who suffers from cystic fibrosis, said the spray caused her to have a violent reaction.
"I couldn't breathe. My ears were ringing and I was shaking and I had a fever. If I had a boyfriend and he wore Axe, I would not be attracted to him."
The makers of Axe said the spray is marketed to an older crowd, with ads designed to appeal to men between the ages of 18 and 25.