DEODORANT brand Lynx says it will open a lodge at Lake Macquarie offering men massages and breakfast in bed from models.
Its website dubbed the Lynx Lodge "the ultimate man-cation destination to get you back to your primal roots".
"Get laid back, as lodge staff pamper you with breakfast in bed and on-the-spot massages," it said, which has bikini-clad models in revealing positions.
Some have criticised the lodge on websites as "sexist" and a "brothel".
The plan made headlines around the world over the weekend, with reports on the newspaper websites The Sun in England and the New York Post.
But a Lake Macquarie City Council spokeswoman said yesterday the council knew nothing about the lodge, due to be opening in November.
It is believed the lodge is a marketing ploy similar to the Lynx Jet campaign, involving a "virtual airline" starring scantily-clad female flight attendants and a mile-high club.
Lynx is holding a competition with Woolworths, where a winner will be the first to stay at the resort with seven friends.
A spokeswoman for the brand's parent company, Unilever, insisted the prize was legitimate, but did not reveal the location of the lodge.