AXE BLACK CHILL

Despre AXE
SURSA : http://en.wikipedia.org/wiki/Axe_(brand)
Axe (known as Lynx in Ireland and the Commonwealth) is a brand of male grooming products,
owned by the BritishDutch company Unilever and marketed towards the young male demographic.

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's
brands, Impulse.
Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards,
later introducing the other products in the range. Unilever were unable to use the name Axe in the
United Kingdom and Ireland due to trademark problems so it was launched as Lynx.
[1]

The European launch of the deodorant was followed by success in Latin America and moderate
impact in Asia and Africa. In the new millennium, the brand has launched with great success in
the United States and Canada. The company has also consolidated its deodorant portfolio by
migrating other overlapping male deodorants into the Lynx brand such as South Africa's Ego
brand.
[citation needed]

In January 2012, Unilever launched its first Lynx product for women in the United Kingdom as part of
a global expansion of the previously mens-only brand.
[2]
The Line of products is named "Axe
Anarchy".
[3]



SURSA: http://www.unilever.ca/brands/personalcarebrands/Axe.aspx
With its coolly seductive fragrances and packaging, the brand has established itself as the world's top male grooming brand
by coming up with a constant stream of new ideas to keep guys a step ahead in the mating game. Each year, for example, we
launch a new deodorant fragrance.
Number 1 male deodorant
Getting the girl has never been easier, thanks to the Axe effect. As devoted users know, women cant resist anyone wearing
those great fragrances! Axes commitment to helping guys has led it to become the No. 1 male deodorant brand in Canada.
History Europe's little secret spells success for Canadian men!
Axe was first launched in France in 1983, but has since grown by leaps and bounds. A long standing secret in Europe, Axe
now includes deodorant body sprays, antiperspirant sticks, deodorant sticks and shower gels. Axe is currently giving guys
the edge in the mating game in more than 60 countries worldwide.
In the North American markets, where Axe was launched in 2002, the brand has shown strong and steady growth that has
placed them as a powerhouse in its categories. Axe also holds the number one market position in several European and
Latin American markets, plus it has an increasingly powerful presence in Asia.
Axe Body Spray
Axe Anti-Perspirant
Axe Deodorant
Axe Shower Gel
Axe Hair


SURSA: http://mediapanther.co.in/branding/the-axe-effect/
This so called effect is supposed to draw women in hordes to any male who has sprayed himself liberally with the
Axe deodorant. The advertisements are very slick and usually display a normal (read: not Greek god) male but
with oodles of self-assurance as an Axe user. The females (right out of James Bond movies) get irresistibly
drawn to this male implying that Axe acts like a nasal aphrodisiac.
The Axe brand of deodorants is from Hindustan Unilever and is primarily targeted at 15 to 25 year old males. The
brand portrays normal yet cool, trendy and confident, a positioning that is aspirational to the target segment. And
the portrayed outcome where the girls flock to the Axe user is, well lets just say very desirable. At a more subtle
level, the Axe Effect also acts on the confidence levels of the user. The very act of being associated with the
brand serves to boost the ego.
In the past couple of years, we have seen a slew of copy cat brands hit the market. But the theme for the
advertisements remains the same. Guy sprays himself with the deodorant. Girls find themselves inexplicably
drawn to the guy. There are slight variants but for the most part, involuntary seduction forms the core. The one
notable difference though is that all these newbies use hunks as opposed to the regular guys which are a stable
for the Axe advertisements.
This strategy has proven very effective for the brand. It comes across as approachable and it acts like a
confidante and friend to its users. While everyone would love to be friends with a celebrity, there would still be a
distance or an aloofness that would prevent a close relationship. Axe bridges this very gap effectively, and yet
keeps the dream of getting a Charlies angel some day. It is for this very reason that Axe continues to be the
market leader in its category.
- See more at: http://mediapanther.co.in/branding/the-axe-effect/#sthash.rGBm9zlM.dpuf

SURSA: http://aytm.com/blog/research-junction/brand-positioning-for-marketing-to-women-part-6/
AXE is a brand that is targeted to men and creates commercials for men, too. Unlike Old Spice, which created commercials in recent years to appeal
to female shoppers who purchase body care products for the men in their lives, AXE wanted to appeal to men who buy their own body care
products. There were even AXE ads that positioned the brand against Old Spice for that very reason (see an AXE billboard ad in the image above).
Check out the AXE commercials below to see how the brand blatantly and unashamedly targets a specific male consumer population.
- See more at: http://aytm.com/blog/research-junction/brand-positioning-for-marketing-to-women-part-6/#sthash.eQ43kzQB.dpuf





SURSA: http://www.policymic.com/articles/14366/boycott-axe-deodorant-the-latest-ad-campaign-
proves-that-sexism-sells
Are you familiar with the Axe effect? The Axe brand of
deodorants and male grooming products is from Unilever and
is primarily targeted at 15- to 25-year old males. It is also
infamous for its super-sexist advertisements. Their website
once featured a naughty-to-nice fake news report that
showed nice girls becoming nasty and if you wished, you
could also report a naughty girl. The company created a
mouse pad to launch their website that was a skirt. You have
to place your hand under a skirt to use it.
Unilever, the company that makes Axe, has a history of
advertising the product line with commercials that depict
women in a questionable manner.
ampaign Proves That
Sexism Sells
By Frank Hagler September 7, 2012
52 COMMENTS

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4445 VI EWS
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Boycott Axe Deodorant: The Latest Ad Campaign Proves
That Sexism Sells
Are you familiar with the Axe effect? The Axe brand of
deodorants and male grooming products is from Unilever and
is primarily targeted at 15- to 25-year old males. It is also
infamous for its super-sexist advertisements. Their website
once featured a naughty-to-nice fake news report that
showed nice girls becoming nasty and if you wished, you
could also report a naughty girl. The company created a
mouse pad to launch their website that was a skirt. You have
to place your hand under a skirt to use it.





Unilever, the company that makes Axe, has a history of
advertising the product line with commercials that depict
women in a questionable manner.




One past ad showed a man showering after what appeared to
be a one night stand with a woman and instructed men to use
the product to "scrub away the skank." In October 2011
another Axe ad showed female angels giving up divinity for a
man who smelled good. The ad was banned in South Africa.
The ad campaign is a favorite target for those who fight for
equal rights for woman in advertising.
J ezebel dubbed the company "the cheap toiletry equivalent
of the He-Man Woman Haters Club."
15 years of Axe Effect: the worlds most sexist
advertising campaign is the headline of the
blog, thisnotadvertising.
Bitchmagazine.com conducted an online poll to determine the
worst Axe ad.
Since 2003, Axe advertisements have portrayed various ways
the products supposedly helped men attract women. Whether
they are print advertisements or TV commercials, they always
have the same message, sex sells, we sell sex, buy Axe,
you get women."




Recently Axe launched a womans fragrance. Of Axes 2.3
million likes on Facebook, are by women, according to
Barret Roberts, the senior brand manager at Axe. The new
scent,Anarchy, is being marketed in different versions for
men and women. As its name portends, a new commercial
depicts a scene of mayhem, with a chain of events including
a car pileup. During the spot, strangers lock eyes and,
oblivious to the commotion, walk hungrily toward one another,
then freeze at about an arms length, nostrils flaring and
chests heaving, not breaking the sexual tension with contact.




Pitching sex appeal has made Axe a major force in young
men's body sprays, deodorants, and soaps. Axe dominates
the mens body spray category, with a 74% share of the
market.
The latest Axe campaign has drawn a lot of heat. The spot for
Axe men's hair product entitled Office Love features two
main characters: a full (male) head of hair on tiny legs and
aheadless set of breasts, also with its own pair of legs. The
two eyeless creatures "stare" longingly at each other across
the office, share an elevator ride, almost sit next to each other
at lunch and finally morph into full-fledged human beings at
the bus stop after work.
Unilever hired ad agency BBH in a brief attempt to go
highbrow and stylish and lend the brand an air of
sophistication. The agency got Kiefer Sutherland on board to
tell the tale of Susan Glenn, his (fictional) girl who got away,
in a stylish, surreal spot that plays like a memory.
But according to AdWeek this new ad from the same agency
has Axe back to being Axe.
An online petition protesting Unilever Axe ads is available
at petitiononline.com.
For more information on womens negative image in
advertising visit the website of Jean Kilbourne.






SURSA: http://bitchmagazine.org/post/mad-world-the-axe-effect


DESPRE CAZ: Axe Commercial Suggests That Women's Increasing
Hotness Is A Danger To Men

SURSA: http://www.huffingtonpost.com/2013/08/01/axe-commercial-suggests-that-women-
ruin-everything_n_3689409.html#slide=1396779
Time and time again, Axe has told the masses that their body spray makes men more
attractive to women -- who they present as brainless (sometimes headless) objects
who exist to please men. And while the brand's newest ad campaign deviates slightly
from that message, it's hardly less frustrating.
In this campaign, Axe decided to focus on women: specifically, the fairer gender's
supposedly ever-growing hotness. "The world is facing one of the biggest crises in the
history of history," the narrator of the commercial, uploaded to YouTube on July
2nd,says. "Girls are getting hotter and hotter."
Yes, women's appearances constitute a "crisis" according to Axe, and one that is
distracting men left and right, causing them to stumble, create explosions in laboratories
and get into car accidents. Luckily, Axe is there to save the day and protect the menfolk
from these hot, hot ladies! And while this commercial may have been intended to be
lighthearted, some feel that its implications are anything but.
As Samantha Escobar of The Gloss wrote:
This ridiculous ad shifts blame of mens poor behavior onto women, which is completely
absurd and insulting to all females -- not to mention directly perpetuates ... the idea that
womens appearances are somehow justification for men being unable to control
themselves. With all the victim-blaming out there, this is a terrible thing to continue
insinuating.
But Axe's ad isn't just bad for women. The campaign also insults and undermines men.
"This ad promotes the belief that all men ... are incapable of controlling themselves when
women are nearby," Escobar wrote. "By this logic, men are no longer capable of being
respectful friends, students, colleagues or strangers -- that they need an actual product to
manage their own behavioral problems -- and that is simply not true."
This is especially upsetting when you consider who Axe is targeting. As one Jezebel
Groupthink user observed, "The use of the word 'girls' is a pretty clear indicator that
[Axe's] target audience is young." In fact, Axe's brand development director, Mike
Dwyer, has confirmed that Axe targets men ages 18-24. So while the idea that women are
essentially equated with their sexual appeal is a pretty damaging message to send to any
man, Axe is targeting men who are still forming their core ideas about how to view and
treat women.
Instead of marketing products by insulting both men and women, it would be great if
Axe could learn from highly successful ad campaigns like these, which managed to
effectively sell their products without relying on tired ideas about gender. It's time to
move beyond the "girls are hot, boys will be boys" narratives. C'mon Axe, get more
creative.

The ad: http://www.youtube.com/watch?v=RU-5cBVUYvw
http://www.youtube.com/watch?v=kvK8Q9vGAh8
http://www.youtube.com/watch?v=HmoptYFDrV0
is the campaign sexist?: http://www.youtube.com/watch?v=xpwUiQDgFBs
http://www.youtube.com/watch?v=E6evY_SNqUA
http://ryunhobbs.wordpress.com/tag/sexism/
http://bitchmagazine.org/blogs/mad-world
http://rdelora.wordpress.com/2013/09/18/axe-black-chill/
While I do not have a problem with your product, I do have a problem
with the way you have advertised the AXE Black Chill collection. Unlike
many other companies, you did present female in more professional and
appropriate setting, even having one scene take place in a science lab, a
setting many women are not welcome in or present in. By saying that
women are getting hotter, it seems like the advertisement is trying to
compliment women, but it comes off more as insult. Despite these women
being dressed appropriately (with the exception of the women in the
bikini) and being placed in normal/professional settings, they are still only
seen for their beauty and nothing more. This objectification is horrible, but
it also does not help that the attractiveness of women is considered a crisis
in this commercial. I do not know if it has been proven than women are
getting hotter but the hotness of a womans body should not be considered
a crisis. The word crisis has such a negative connotation. The physical
shape of a females body should not effect anyone else so much so that it is
a bad thing. I understand why there are women in your commercial, since
it helps target men, but it could have been done in a way that objectified
women less or preferably not at all.
The advertisement is not only sexist towards women, but men as well. It
portrays men as weak and feebleminded. The men featured in this
commercial fall weak to the women in a matter of seconds. I should like to
think that men have more will-power than that. One gender should not fall
weak at the site of the other gender. This advertisement treats both genders
negatively, and the objectification of both genders in the advertisement of
the AXE Black Chill commercial is unacceptable. Thank you for your
time.