According to Buzz Aldrin in this video, Unilever's Axe / Lynx brand are to send someone into space as part of the promotion for their latest scent, Apollo. Participants can register at the Axe Apollo websites, where visitors can vote for who to send. The leaders in each country will compete against each other at the Global Space Academy to win their chance to have a trip space. And to quote: "and yes, we mean actual space"
As previously reported, the Apollo scent is available as body spray, anti perspirant deodorant, shampoo, styling gel and shower gel.
Budding astronauts can register at axeapollo.com, which should redirect to their country's local version of the site.