1. HBW Insight
  2. >>Archive

The Evolution Of Unilever's AXE: From Babe Magnet To Personal Guru

 
• By Ryan Nelson

AXE is taking a "bold new direction" with its marketing, encouraging men to celebrate their uniqueness and look to AXE for its product innovations and grooming advice, rather than the brand's irresistible aphrodisiac powers promoted in the past. The Unilever unit is targeting new "Find Your Magic" messaging to consumers in the US and abroad with cross-channel advertising, including a video created by 72andSunny Amsterdam.

Unilever's AXE brand is turning a corner with its marketing in 2016, distancing itself from its prurient roots to champion each man's unique flair and personal style, with the catchphrase "Find Your Magic."

The new angle suggests that AXE isn't the sole ticket to women's adoration (and bedrooms), as it has been for bungling geeks, scruffy castaways and otherwise average Joes

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on HBW Insight for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required
Start Free Trial

Already a subscriber?

More from Archive

FTC Consumer Privacy Policy Driven By ‘Straw Man’ Arguments – Commissioner Holyoak

 
• By Eileen Francis

The US FTC’s contention that ‘notice and choice’ has failed as the cornerstone of consumer privacy regulation and must be abandoned in favor of data minimization and other more stringent measures does not adequately account for the complexity of business practices and consumer behavior, FTC commissioner Melissa Holyoak asserted at the NAD’s 2024 Annual Conference.

FTC’s New Commissioner ‘Dismayed’ By Agency Overreach

 
• By Eileen Francis

FTC Commissioner Melissa Holyoak says the agency has acted outside the bounds afforded by Congress, citing several areas within consumer protection, including a recent update to the final rule for the Health Breach Notification Rule and the commission’s use of notices of penalty offense to serve as the basis for Section 5 settlements. 

Beauty Brands Not On TikTok Shop ‘Really Missing Out’ – KO-Pack

 
• By Eileen Francis

At one year, TikTok Shop conjures the early days of Amazon, representing the ‘Wild West’ of beauty ecommerce, said co-founders of private label and contract manufacturing company KO-Pack at the IBA Cosmetics Convergence Fall 2024 Virtual Symposium, “The Promise and Pitfalls of TikTok Shop.”

Final Chance To Have Your Say: Take Our Reader Survey This Week

 
• By Ryan Nelson

Editor’s note: This is your final call to participate in the survey to better understand our subscribers’ content and delivery needs. The deadline is 20 September.

More from HBW Insight

Unilever Anti-Dandruff Range Responds To ‘Explosive’ Category Growth In China

 
• By Eileen Francis

British company Unilever PLC expands its Clear anti-dandruff collection with a five-product range that targets scalp concerns including oiliness, dandruff and sensitivity.

People On The Move: Appointments At Haleon, Wellnex, Orkla

 
• By Tom Gallen

A round-up of the latest consumer health leadership changes: Haleon names Middle East & Africa unit manager; Wellnex Life appoints interim chair; Orkla Health appoints CEO.

Over The Counter: Everything You Wanted To Know About Real World Evidence, With IQVIA’s Volker Spitzer

 
• By David Ridley

HBW Insight finds out all about real world evidence and its potential for the OTC industry by chatting with IQVIA Consumer Health's vice president of global research and development and real-world evidence services, Volker Spitzer.