The Axe Effect

The Axe Effect

Since its introduction in 2003, Axe has used its risky and racy advertisements to build up their brand name and image, becoming the world's top male grooming brand. They have used their controversial "Axe Effect" messages within all of its ad campaigns targeting males between the ages of 18-24. With an increased popularity of body spray among young male adults, Axe has had to compete with major competitors such as Gillette's TAG body spray, RGX body spray from Right Guard and Old Spice body spray.
Axe by Unilever is a brand launched in 1983 in France as the male counterpart of Unilever's woman's body spray Impulse. After its success in France, Unilever decided to introduce the body spray to other parts of the world and by the late 1980s, the brand was present in Latin America, Asia and most of Europe ("Case Study: Unilever"). In 2003, the brand was introduced in USA and Canada, and is now distributed in more than 60 countries. The brand, also known as Lynx in Australia, Ireland and the UK, began with body spray but soon expanded to various other male hygiene products, such as deodorants, shower gels, and hair gels ("Our Brands"). AXE products are available at food and drug stores at a retail price between $3.99 and $4.99. The names of Axe fragrances have evolved over time, from words that describe the odor to geographic and abstract descriptors. Today, the Axe brand offers a variety of different fragrances including Clix, Unlimited, Essence, Touch, Tsunami, Vice, Orion, and Kilo, all designed to give males the infamous "Axe Effect'; "the internationally recognized name for the increased attention Axe-wearing males received from eager, and attractive, female pursuers" (AXE).
Over the years, Axe has prided itself on keeping its advertisements consistent, clever and humorous. The ads take a witty play off male insecurities in approaching the opposite sex and by using Axe products, young men can gain confidence and "get the girl." To communicate this message, Axe...