I highly recommend deodorants but I think that scents should be much more subtle. I'm fairly sensitive to perfumes and fragrances, and getting a nose-full of Axe is like being hit with a club. If I can smell someone's perfume/deodorant/aftershave/cologne from more than a meter away then I'll usually try to avoid getting any closer than that. I have met others with the same sensitivity.

This advice is totally personal opinion, not a rule of any kind.

Market research reflects people's preferences better than social memes.

I think that it reflects people's exploitable biases more than preferences in a lot of cases. The marketer's job is to convince you that you need his produce more than you need your money, and when it's true it's good... but a lot of times it isn't.