IN 2005, Bic introduced what it said was the first disposable women’s razor with a scented handle, and competitors Gillette and Schick followed suit, selling women’s razors with scents like lavender, citrus and tropical. Right under the noses of razor marketers, meanwhile, was half of the population, but the prevailing wisdom was that men would reject scented razors as unmanly.

“The thought had been that men would think it would be girly,” said Suma Nagaraj, the brand manager for Schick Xtreme3, a line of disposable razors with varieties for men and women.

But now Schick is introducing what it says is the first men’s scented razor, the Xtreme3 Refresh, and rolling it out with scratch-and-sniff packaging, an online marketing campaign and a partnership deal with a Nascar driver, Martin Truex Jr.

Men have used scented shaving preparations for centuries and today increasingly use fragrant shower gels and body sprays. The “razor is probably the only thing left in the shower that’s not scented,” said Richard Michaud, senior global programming engineer for Schick.