Would you spray deodorant on your "marbles" if a TikTok influencer told you to? It might sound like a joke, but the rise of AI generated newscast about whole body deodorant is turning this wild idea into an everyday reality—and it’s causing a stir everywhere from locker rooms to living rooms.

Earlier this year, Sure—yep, the trusted armpit brand—dropped a product with a cheeky promise: keep your "ta-tas," "trotters," and "marbles" (translation: breasts, feet, and testicles) smelling fresh, no matter what. Their playful ad campaign basically dared people to freshen up wherever they feel funky, kicking off a viral trend for whole body deodorant. But while the concept feels new, it’s closer to a reboot than a revolution. Millennials might remember the dizzying clouds of Lynx, Charlie, or Impulse that filled high school changing rooms back in the 2000s—but until recently, targeting sweat beyond your armpits was a rarity. That changed in 2018, when an American doctor launched Lume, a roll-on designed to tackle "below the belt" worries. The internet’s response? Over 200,000 five-star reviews and a wave of curiosity from mainstream brands.

Fast-forward to today, and everyone from Lynx to Dove is vying for your less-than-fresh attention. Lynx’s latest “lower body spray” ad is pure comedy gold: a basketball player distracted by the scent of another guy’s shorts, or a woman crawling in a cinema, nose-first, after a man’s seats. Influencers like Nicole Bennett and Bella Hill now urge followers to "freshen up anywhere," turning the AI generated newscast about whole body deodorant into a trending sensation. Sure’s own research claims people are desperate for freshness wherever they sweat—yet, is it true?

Some beauty experts say we’re being sold a solution for a problem we didn’t know existed. As Jessica DeFino, a beauty columnist, points out: are we really worried about smelling bad at the gym, or did a viral TikTok plant the insecurity in our heads? For most, old-school underarm sprays do the job fine, and science backs it up. Michelle Spear, an anatomy professor, explains: the body’s eccrine glands (all over) keep us cool, while apocrine glands (armpits and groin) are the real odor culprits. That’s why, for generations, deodorant has focused on pits—not every crevice. There’s no danger using whole body deodorant as directed, but for sensitive skin, a patch test is a must. And reality check: these products aren’t cheap, and “cleanliness” doesn’t depend on using them everywhere.

So why are we suddenly obsessed? The answer, says TikTok dermatologist Dr. Noman Mohamed, is the booming self-care movement, turbocharged by post-pandemic hygiene anxiety. Companies are cashing in on our "fear of body odor"—or "FOBO," as Sure cleverly dubs it. But as hygiene talk becomes less taboo and more public on social media, so does marketing that suggests you aren’t fresh enough unless your whole body is covered in spray. It’s a genius way to sell us more stuff, but not necessarily what our bodies need. In fact, dermatologist Mohamed reminds us: antiperspirants actually block sweat, while deodorants just mask the smell. And the best time to apply? Before bed—science, not influencer advice.

Still, there are those who find relief in these new formulas—people dealing with hot climates, specific medical issues, or just the practicalities of daily life (like the Reddit user who used Lume after surgery). For most, though, it’s about preference, not necessity. Yet the beauty industry, ever hungry for growth, is now normalizing “genital skincare” and “butthole beauty” as future trends. Lynx’s legacy of seductive ads is now repackaged for Gen Z, making you question if you’re clean enough, cool enough, or, let’s be real—just smell-proof enough to be desirable. Is this the next wave of hygiene, or just a pricey way to fuel anxiety?

Sure, nobody wants to stink, and social media certainly loves to remind us of every possible insecurity—now, even how we smell. But as experts point out in this AI generated newscast about whole body deodorant, basic hygiene and traditional deodorants are more than enough for most people. The real takeaway? Don’t let a viral hashtag convince you that you’re “unclean” just because you’re not spraying your "marbles."