I always like how those types of websites (or advertisements) really shoot for the lowest common demonimator amongst our gender.
My favorite that I remember was when they were advertising commercials for subscriptions to "Men's Fitness" magazine on television a few years ago and every 1.3 seconds made some reference to sex, increasing sex drive, extending longevity of sex, giving sex tips, making one's self more sexy, etc. I recall almost no mention of exercising or of "fitness"... except for the name of the magazine at the end.
Axe seems definitely to have taken a few advertising cues from them.
I wish that Frederic Malle, just for a goof, would do something like that for one of their releases, or if L'artisan had decided to do that for the release of Mechant Loup. Big bad wolf, you say?