After immediate success with our iconic body sprays, AXE launched a line of anti-perspirant and deodorant sticks in We then expanded into shower gels in , a full line of hair care products for guys in and entered the face care space for guys in In , AXE launched Find Your Magic, a point of view that inspires guys to embrace what makes them unique, authentic and ultimately attractive to the world around them. We know that what matters to them has evolved.
We know that the rules of attraction are changing and that it is about connection, not conquest. We also know that being a guy is more complex than ever: there is more freedom, fewer rules and a whole world of possibilities.
There is also more pressure than ever: to fit in and to stand out — and much of it gravitates around attraction. We know from years of research that what makes a guy attractive is… himself. 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. A K Alena Kalkum Author. Add to cart.
Failed extensions include Underwear, Barbershop and razors and Lynx also ships a shower scrub tool called the Lynx Detailer Axe, official homepage, Within the new millennium axe has launched in Canada and the United States with great success. Background to the launch of the axe brand in the US: In , Unilever introduced the Axe range of deodorant body sprays into the United States. Sign in to write a comment. Read the ebook. Consumer Behaviour Theory In Internet The brand needed a facelift.
It was irony. The brand was already gesturing, clumsily, toward seduction, but that only got you so far. Nobody believed a body spray could single-handedly seal the deal for its wearer. Leaning into the absurdity of that proposition let BBH deliver its message with a fat wink. The women would be stunners. That was the joke: The starker the hotness differential, the more it beggared belief, the more clearly the ads would present as self-aware.
I mean, the background to all this is they were very insecure. There are elaborate cocktails, freestanding pieces of art, finger foods. Axe promises not just to help boys get the girl, but to help them navigate a world that punishes inexperience.
Take as a given that teenage boys are deathly afraid of their perceived immaturity. Imagine or remember a world in which the opinions of your male friends and classmates were everything, and girls belonged to a mysterious order that you thought about constantly — and occasionally consulted — but whose value-add was theoretical. To be able to go to the drug store and spend a few bucks on a spray can that cleanly telegraphed a worldview that assured peers you wanted the same things they did: How could you not prize that kind of commodity?
The ads changed a lot as Axe grew up, but certain elements stuck around to remind viewers who the product was really for, like the floppy haircuts and unripped torsos. The application ritual always involved an extended crop-dusting over the chest. Of course, Axe took liberties with its suggested volume. If your olfactory nerves were irreparably frayed, if you can still picture the fog of your junior high gym, blame the ritual, and the unstoppable appeal of a reusable prop for teenage boys to play-act manhood.
The brand counted girlfriends as another constituency and regularly tested its campaigns with young women, many of whom liked the ads.
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