LYNX, a UK company specializing in body spray, became marketing gold with the slogan, ‘The Lynx Effect’. Flashy, flirty and deeply rooted in phallic symbols. The body wash and catchphrase became a pop culture hit, integrating quickly into an essential part of the male grooming routine. LYNX’s mission statement has always been; ‘Building confidence and preparing men for success, our range has expanded into all aspects of male grooming – including shower gel, eau de toilette, anti-antiperspirant, shampoo and hair styling. Infused with a sophisticated fragrance, every one of our products is designed for the modern man.’ Preparing a man for success. Does this mean smell is as valid as sight? What about touch? If you are being touched by women it means you are successful and therefore automatically endowed with a positive body image. This is just not the case. Men suffer as much from mental and emotional illnesses relating to body image as women do. There is a higher rate of male suicide. According to LifelineAUS there are 200 ATTEMPTS at suicide a DAY! How many do you think are image related? It is hard to detach ourselves from the self.