Check this out for a court petition. Indian man Vabihav Bedi, 26: “The company cheated me because in its advertisements, it says women will be attracted to you if you use Lynx. I used it for seven years but no girl came to me.” Bedi reportedly wants £50,000 compensation from parent company Unilever for the “depression and psychological damage” caused by the lack of the Lynx effect.

Good luck to him. But before anyone plans similar legal action, bear in mind that however many people repeat this story to you in the pub, it's fake (but has been reported as real in Sweden, Japan, Australia and Mexico, as well as here in the UK). Instead (as we scupper your plans for a big payout), take some tips from UK grooming expert, Jason Shankey. Look at his chin! He knows what he’s doing.