AXE Drops the Bravado, Embraces a More Inclusive Masculinity

AXE Drops the Bravado, Embraces a More Inclusive Masculinity
Advertising

This grooming products brand is changing its outdated ways

Rob Kleiman
  • 4 february 2016

With the launch of its campaign Find Your Magic and the products that go with it, AXE and Unilever are re-examining how to market to the modern man.

“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. For this campaign, Unilever may have borrowed some feathers from other brands in its portfolio. Specifically, pulling lessons learned from the successful Dove Real Beauty campaigns, which were also designed to shatter stereotypes.

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