Every man dreams of being able to take off the clothes of a top model and Axe allowed it. In the magazine cover there was a small edge that says: "Lift here" at the end of the dress. When men lifted the dress, they discovered a naked woman. Behind the dress it said: "Taking off her dress without her getting mad at you. That’s the Axe effect."

Subject of the day in several radio programmes. The most recalled cover in the history of the SoHo magazine. Millions of Colombian pesos in "free publicity".