Fragrance company Axe was founded in 1983 in France, and company entered into US markets in 2002. Their only product was a body spray. Mid 2000s, company started to explore other sectors such as, shower gel, hair care and deodorants. In those areas company made success which was unexpected. Axe, started to take control of these sectors after changing their marketing strategy. Company used different type of advertisements to attract youngsters. In those advertisements they were using fragrances as an essential body requirement for guys, and company used woman as an attractive gadget in their advertisements to affect youngsters and choose Axe products. Nowadays we call that “sex sales”.

For example, in 2008, Axe made a commercial about their new product; “Axe Dark Temptation” which is a new fragrence, smells sweet chocolate.They used a man made of chocolate who uses public transportations and goes to collage, women were biting and eating chocolate from him. Briefly, Axe’s “sex and sales” marketing strategy made an explosion on the sales of their products, and generated huge profits in return.

http://articles.businessinsider.com/2011-10-10/strategy/30262401_1_axe-tv-unilever-marketers