Brand extensions are a natural part of a fashion line. From linens to fragrance and even the occasional hotel, designers are accustomed to licensing their name. But we are wrinkling our noses at designer deodorant. The last thing we want to associate with Oscar De La Renta is a moist armpit. This to us is a prime case of brand dilution. Even the priciest deodorant isn't able to mask the scent of money.