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Launched in 2004. Reaction is an utterly masculine. unexpected and dynamic scent that has many-a geniuses behind it. Launched by the design house of Kenneth Cole. it was created by celebrated perfumer Frank Voelkl. and packaged by the award-winning pairing of Chad Lavigne and Kenneth Cole. The innovative blend of citrus. aquatic. and woody scents creates a unique fragrance that stands out from the rest and gets you noticed immediately. Perfect for daily. casual use. Reaction is a masculine fragrance you just can't go wrong with!