The questionable post (right) was created by BBH Asia Pacific and prompts dudes to "Unleash the Lynx Effect and claim your [HK $500 million, $65 million U.S.] reward from Cecil."

The reward refers to recent headlines of Hong Kong tycoon Cecil Chao, one of the richest men in China, offering $65 million US to the man who marries his openly gay daughter, Gigi.

(Gigi said she was "touched" by her father's "marriage bounty," although she's happy with her wife Sean Eav).

But don't expect everyone to be "touched" by the Lynx campaign.

Unilever has been critiqued in the past for only marketing Axe (and Lynx) to a straight demographic.