AXE Marketing Adjusts To Shifts in Redefining Masculinity

Discussion in 'Fitteds, Blazers and Watches' started by OckyDub, Jan 17, 2016.

  1. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    Axe personal care products began stepping up and outside of the box, by marketing to a more diverse consumer base. The usual sex driven “use Axe and females will want to fuck you” ads are being replaced. The newer commercials are telling men to be comfortable with themselves in their skin with the tag line “Finding Your Magic”; whatever and however that may be and smell good in the process while using Axe body spray and products.

    The LYNX ad (Axe in Australia) set the stage for the company’s new approach in 2015. Around the 27 second mark of the ad, the narrator says “kiss the hottest girl or the hottest boy.”

    Regardless if one uses Axe products or not, let me start by saying I think this approach is great. Men come in all sizes, shapes and colors and this company at the minimum acknowledges this. They hired marketing agency 72andSunny to help this convey this message in these new ads.






    Matthew McCarthy, senior director of Axe and men’s grooming for Unilever stated, “If you look at all the vignettes in the campaign, it really represents a tremendous spectrum of masculinity. That includes personal attributes like hair, nose, body type, clothing type and lifestyle. We want to make it clear it doesn’t matter how you define masculinity, which is very different than some of the storytelling we’ve done in the past.”


    Again…fantastic message and outlook within their new “go forward” strategy. Here is the new commercial.

    Great commercial and it answers the call of needing more imagery of regular complex (non-hyper masculine) men in media. The cook in the pizzeria and the two guys in the record/book store were my favorite.

    At the 18 second mark the narrator says “on fire as you rock those heels”, while feminine men in high-heels wearing female attire, vogue and fall out on the floor. This section of the ad is what got the gay community singing praises for this new ad campaign. The joy is in that they are being “included”.

    Carlo Cavallone, executive creative director of 72andSunny Amsterdam said, “There’s not one single-minded, one dimensional idea of masculinity out there. We wanted to make it as inclusive as possible. We wanted to give to guys a sense of confidence and liberate them from stereotypical bullshit about what it means to be a man. The ads aim to show the diversity of masculinity without becoming a sociological study or losing a sense of fun or irony.”

    [​IMG]

    To me there is always this lingering essence within the conversation of expanding or relaxing masculinity to make it more traditionally feminine…just for the sake of inclusion. If a man wearing women’s cloths and accessories is masculine then what is feminine? Are we on the cusp of advising that free and true masculinity should include males presenting themselves as women is just a different form of masculinity?

    Examining masculinity or bucking traditional masculine norms shouldn’t morph into femininity. They both have their valuable separate spaces and intersections…but they are not the same.

    Feminine men are men. Their manhood is as important and relevant to the discussion on maleness as any masculine man’s. Nonetheless femininity is not masculinity. Regardless of how we want the spectrum to slide or blur to cater to sensibilities.

    [​IMG]







    Read the whole post here.
     
    #1 OckyDub, Jan 17, 2016
    Last edited: Jan 17, 2016
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  2. redsai84

    redsai84 For the night is dark and full of terrors.
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    this is great im happy that companies are becoming more diverse
     
  3. Tyroc

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    I don't know if AXE can top theses three






     
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  4. redsai84

    redsai84 For the night is dark and full of terrors.
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    dude that boom chicka wah wah one :dead:
     
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  5. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    Can I just say that the dude with the tattoos and piercings is just gross? To each his own but, no... To me he looks like he smells like Lube warmed up in the microwave.

     
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  6. DreG

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    I asked my brother is Axe gets these results for him and he said "If it did I'd brush my teeth with it" lol
     
  7. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    tumblr_n91qk5QHtR1qd8zg3o1_500.gif
    You to much. Sometimes it pains me to agree with you. Tatts on the face freaks me out.
     
  8. Cyrus-Brooks

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    The idea that masculinity should be redifined to include feminine traits, characteristics, and clothing is being pushed certain sectors of society, namely those who have a problem with masculinity. However if the masculinity is changed to include any and everything it ceases to be relevant. It becomes meaningless.
     
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  9. SB3

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    Eventho..The Game has a face tatt..
     
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  10. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    So are you saying that "these" people only think femininity is relevant and masculinity should play only a reproductive role in society?????
     
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  11. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    The Game is gross too tho... :yeshrug:
     
  12. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    Money or fame doesn't trump my standards or preferences.
     
  13. SB3

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    He's sooo cute!
     
  14. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    LOL...I'm not saying ANY of these dudes with face tatts are gross. I'm just saying they are not my type. The guy from the ad and The Game are both attractive to me, I'm just not attracted to them.
     
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  15. SB3

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    LIKE I SAID! He's sooo cute tho!!!!
     
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  16. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    If this is what you guys think is "cute", the bar for "rough looking" is def low...lol

    [​IMG]

    [​IMG]
     
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  17. SB3

    SB3 is a Featured MemberSB3
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    Cut it out! U cant grab a cpl of his ruff pics n try to make a point. He has a zillion pics online! His attractiveness, to me, at least, is that baby face. N he's likeable.
     
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  18. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    See you being mean. He is not unattractive or ugly in the traditional sense or standards. Be real...if he wasn't The Game, but just a reg masculine, educated, had his own brand and business and his money game is tight, I would have to step outside my norm and give the brotha some play. Sometimes, what is on the inside counts more than outside appearances....BUT being honest...how I would get to that point upon initially seeing the face tatts I don't know.
     
  19. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    [​IMG]
     
  20. SB3

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    Dont u EVER! Try to use Chloe against me!

    N while I go on record to announce that Im not a chester, (I actually prefer to date older!!) The Game kinda has 1 of those faces that u cant stay mad at. He's adorable
     
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  21. ControlledXaos

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    If The Game didn't have those face and neck tattoos and tightened up that facial hair I could rock with him fully but as things are now...

    [​IMG]
     
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  22. SB3

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    Yall sooo mean. This is why Im single. Goin str8 in February!
     
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  23. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    Exactly. The damage has already been done. Plus, nikkas throwing around the "baby Face" descrip too loosely, ain't no babies I know got face tatts, rough skin and scruffy beards
     
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  24. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    LMAO...can we get back to the topic of the post please?
     
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  25. ControlledXaos

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    I agree with @ockydub, which happens a lot BTW.

    He's legit attractive but I find facial tattoos distracting. I kinda view it like makeup. Sometimes less is more and it takes away from his natural attractiveness. It's gilding the lilly.
     
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  26. Cyrus-Brooks

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    Face tatts are a deal breaker. Besides looking awful and freakish. Your basically announcing to the world that you're either a gang member, ex-convict, or just unemployable.
     
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  27. SB3

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    'Baby face' just means smiley n shyt. Cute smile I guess. Dimples, cheeks, etc.
     
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  28. OckyDub

    OckyDub is a Verified MemberOckyDub I gave the Loc'ness monstah about $3.50
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    Well, before we got back on topic...can we acknowledge this solid observation right here!!!!?????
     
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  29. SB3

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    Dont yall be trying to become a tandem on these boards!
     
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  30. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    No...Baby Face means exactly how it sounds...Cute Smile means Cute Smile...

    BJ Armstrong, even at 48-effing-years-old, still has a Baby Face, The Game does not, lol

    THEN:

    [​IMG]

    NOW:

    [​IMG]
     
  31. SB3

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    I dont like face tatts either! We're all in agreement! I was just sayin...
     
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  32. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    Clearly we don't wanna talk about androgynous anorexic AXE models with nipple rings and too many tatts, lol
     
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  33. SB3

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    Im not doin this w u tonight negro! Sooo damn hard headed, just for the sake of it
     
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  34. ControlledXaos

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  35. Nick Delmacy

    Nick Delmacy is a Verified MemberNick Delmacy Da Architect
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    What was the original topic again? Masculinity being watered down by a deodorant company?

    Looking and smelling good does not make one "feminine"...If so, then The Game must be Hyper-Masculine....

    (See what I did there?)
     
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