The Axe products have been around for over 20 years and are launched by Unilever. The main focus of the Axe product is to target the grooming needs for young males. In Jonathan Mui’s blog, he expresses how Axe uses sex and humor to target young men and he shows a funny Axe commercial to support his idea. Axe tries to create the idea that if you use Axe products and smell good your chances of attracting females will increase. Which I guess is very true because a bad smell is definitely not going to attract females but how well does Axe actually work. I personally have never bought an Axe product because to me it smells strong and its not the best smell but is decent. Over the years I’ve preferred one o f its competitors, Old Spice. They base their commercials in a similar sense but suggest that by wearing Old Spice you resemble the ideal man that woman want. Though I prefer Old Spice because the smell isn’t too strong and it smells almost fresh, kind of like how you want to smell coming out of the shower as Axe smells like you put a lot of cologne on.
i concur with what you are saying. Old spice targets the more mature, stable males, with axe targets males who are always on the move, more energetic.