And then, in , Axe arrived. A body spray meant to split the difference between deodorant and cologne, Axe bulldozed the senses with a fragrance so strong it seemed to precede the bodies it clung to — like Febreze, or a bad reputation. Its introduction to drugstore aisles was attended by a series of notorious ad campaigns built on naughty jokes and blunt promises, the crux of them involving a parade of women lusting after some schmo.
Over the next decade, Axe evolved to include deodorant sticks, shower gels, and hair care. But even as its product line began to reflect the refined grooming habits and shifting sensibilities of the modern metrosexual man , its branding stuck to old-school attitudes about romance.
In ads suggesting that its scents would overpower all resistance, Axe pitched itself as artillery for a perpetual battle of the sexes — the howitzer of attraction. Today, the iconic ad campaign feels fossilized, obsessed with a bygone vision of masculinity. Nevertheless, those s-era commercials continue to notch thousands of views on YouTube.
Glimpsed from the vantage point of the MeToo era, Axe looks like a spasm of late patriarchy, but its legacy is complicated by the women who helped develop and champion it and the environment that teen boys fostered with it. The scents smelled like what they had been told men should smell like: patchouli and sandalwood and musk; like Burt Reynolds in that famous Cosmo centerfold.
That was the feeling of dousing your barren chest in two ounces of uncut manstank. If the sprays imparted that tiny bit of confidence, if they helped gangly tweens lurch their way toward adulthood, what was the harm?
Axe was officially born in , in France, under personal care behemoth Unilever, which launched the line with three original scents: Amber, Musk, and Spice. But the brand as we know it today was born 12 years later when the company handed advertising duties to hip London agency Bartle Bogle Hegarty in For trademark reasons, Axe is called Lynx in the UK and a few other countries.
The brand needed a facelift. It was irony. The brand was already gesturing, clumsily, toward seduction, but that only got you so far. They may be angry because many ads and commercial portray women as things to be played with or stereotyped annoying airheads E. Many women choose the personal care products for their boyfriends or husbands. At the same time that AXE shoots for humor or sexual, they should also consider that they might alienate a good part of their consumers.
Since women have a big influence on decision-making process for AXE, they should be involved in the target audience. In addition, the world is currently more gay-friendly than 20 years ago. Gay community serves as a remarkable part in male market, which is rarely considered by any other competitors. Thus, AXE should take homosexual males into consideration when they are positioning themselves.
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Axe differentiated itself by speaking emotionally, with no mention of product efficacy in any communication. Spraying on this product will can help get girls. Girls simply love the smell of it. Over the years, Axe's innovative promotional efforts had been focused on the 'Boy gets Girl' theme.
The campaigns focus on how the product increased the sexual appeal of young men and highlight the strong fragrance which helps men attract women. The advertisement of Axe Pulse showed, how this fragrance give geeky men enough confidence to dance with women and to get them.
This campaign conceptualized the shower device as a car wash for men. The different cleaning stations are different parts of the body. AXE also launched with the fictitious rapper Dr. The users could interacted with the ad to calculate how dirty their last night had been. There are kind of instruction written on the bottles of the shower gels for use made of two pictograms. On the first one a man is rubbing himself with the shower gel and on the other one the same man is surrounded by women.
Their products use colours like black, red or blue to suggest power, intensity and dominance. Find Your Audience Axis will teach you how to determine the best audiences for your business, and how to be irresistible to them.
Most of us assume you have to be a marketing expert to identify your ideal target audience. Or that you need to have reams of data BIG data to find the answer. Some of us look at who our competitors seem to be targeting and do that — or try to do the opposite. And many of us just decide we can skip this step and go right to building our website and paying for Facebook ads and it will all work itself out — our ideal customers will find us, somehow.
They know they should, but when they search online or read books about what to do, the process seems overwhelming and scary and hard.
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