Axe Body Spray has recently shifted its advertising strategy to challenge conventional ideas of masculinity, stepping away from its previous reliance on extreme stereotypes. In its latest campaign titled “Is It OK for Guys?”, Axe encourages men to explore their identities beyond the traditional confines of masculinity.
The commercial poses thought-provoking questions such as, “Is it okay to be a virgin?” and “Is it okay to not enjoy sports?” This initiative is part of Axe’s broader “Find Your Magic” campaign, which aims to expand the definition of what it means to be a man. Rik Strubel, Axe’s global vice president, highlighted the importance of creating a space where men feel comfortable asking these questions, often in secrecy.
Given Axe’s past of promoting sexist narratives, this new direction may come as a surprise. Historically, their ads portrayed men becoming irresistible to women after using their products, making them an unlikely voice for a more progressive understanding of masculinity. However, their efforts seem sincere. In response to the current cultural climate, which has seen a resurgence in discussions around “toxic masculinity,” the brand is taking steps to redefine manhood positively.
Last year, Unilever, Axe’s parent company, committed to phasing out sexist stereotypes from all its marketing initiatives. Additionally, Axe has partnered with organizations such as Promundo and The Representation Project to combat harmful gender stereotypes. These partnerships aim to provide resources to men who may feel embarrassed about personal grooming questions, ultimately promoting a healthier dialogue around masculinity.
Cynics might argue that this shift is merely a strategic move to broaden their audience, especially since Axe has traditionally catered to a narrow demographic of straight, sports-loving men. Yet, in an era where progress against ignorance and intolerance is crucial, any effort to foster inclusivity and challenge outdated norms is worth acknowledging. Kudos to Axe for taking a stand and attempting to redefine its brand image.
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In summary, Axe’s recent commercial signifies a significant shift in how brands approach masculinity. By addressing sensitive topics and dismantling stereotypes, they are making strides towards a more inclusive understanding of what it means to be a man.