Looking to corner the market on improving your sex life, Eli Lilly has signed a deal with an Australian company called Acrux for the right to sell an underarm cream that can allegedly boost testerone levels. That’s right. If you need a lift, you just lift your arm, shmear it on and off you go. Imagine the direct-to-consumer ads. However, this pertains to men over 45. The rest will have to use Cialis.

Results of a clinical trial released in September showed that, after four months, the Acrux cream helped 84 percent of patients achieve average blood levels of testosterone within the normal range. Acrux claims lowered testosterone affects 39 per cent of men over 45, with symptoms including decreased body mass and muscle strength, lowered libido and “erectile quality,” thinning body hair and decreased bone mineral density. Only about 10 per cent of those affected supposedly get help for what is called hypogonadism. Testerone gels supposedly generated about $700 million in annual sales in the US. (here is the press release and a story in Business Day). Raise your arm if you like this idea.