Consumers are growing more comfortable with non-binary sexuality, and so is, AXE body spray. Once the brand for young men looking to attract women, the brand has launched a new campaign that depicts a young man attracting all types through his scent.
“‘The New AXE Effect’ strategy is about encouraging guys to have the confidence to spark attraction by feeling and smelling their best,” said Dawn Hedgepeth, General Manager / Vice President – Deodorants, Men’s Grooming, Hand & Body Lotion at Unilever. “AXE has been on a journey these past years, and as culture has changed, we’ve stepped up to better reflect our guy. Heterosexuality is just one sexuality, and AXE believes all forms of attraction should be represented and celebrated.”
A new spot promoting the brand’s “New AXE Effect” depicts a young man going about his world with confidence thanks to his use of the body spray. Along his fantastical walk along an urban streetscape, the young man’s scent attracts the attention of a variety of men and women and even some pets. The spot is running on broadcast, as well as digital and social channels.
“The campaign embodies the belief that attraction is for everyone and between anyone,” Hedgepeth said. “Over the years, AXE has continued to grow alongside our teen guy, keeping in step with his interests and how he defines attraction.”
To further reflect these cultural shifts, AXE has redesigned its packaging. Working with award-winning graffiti artist Ben Tallon, the new packaging includes bold designs to showcase the brand’s iconic scents for a younger generation.
“We’ve always been a brand for young guys and in order to continue resonating with them we need to stay fresh,” Hedgepeth said. “ The refresh was inspired by Gen Z today, and how this generation is so open minded and willing to embrace attraction in many different forms.”
The brand is also introducing a “breakthrough” proprietary Dual Action technology, which works to fight odor instead of simply masking it, Hedgepeth said. The reformulation, along with the campaign, are meant to inspire confidence in the brand’s younger consumers, particularly as the world emerges from the COVID-19 pandemic.
“It’s important that we reflect modern designs and technology in our products to capture our guys’ attention, helping them smell great and boost their confidence,” Lodwick said. “As interactions start to pick up again, it’s even more important to feel confident while celebrating all the possibilities of attraction.”
