The "Axe Effect" Includes Turning You Into a Deodorant Shoplifter

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

The National Association of Shoplifting Prevention has put together a list of the top 10 most frequently stolen items, just in time for holiday sticky fingers. Coming in at number 6, surprisingly, are Axe deodorant and body products. Weird, right? Johnny Custer, the director of field operations for Merchant Analytic Solutions, says: "We have some of the best-smelling shoplifters on the planet." We're not 100% positive who he means by "we," and whether or not Axe smells good or like a nasty frat party is up for debate.

Some of the more obvious choices also made an appearance on the list: Designer clothes, specifically from Polo Ralph Lauren and Tommy Hilfiger, came in at number 7, and expensive fragrances and Nikes came in at numbers 9 and 10. "Luxury meat" was number 1, which almost out-funnies the whole Axe thing.
· 'Tis the season, ye merry retailers, for shoplifting [Adweek]