The marketing of AXE product line has long been associated with the sex appeal. One advertisement after another, AXE tries to send the message to its consumer that their products are superior than other brands simply because their products help men be more sexually attractive to the opposite sex. The ethical issues that arise from these advertisements lay in the the materialistic point of view and market audience.

The following video clip shows one of AXE’s previous shower gel advertisements.

What do I see when I watch this video clip? I see that an average-looking man is able to make attractive women lose control and paid attention to him through the usage of an AXE shower gel. The message clearly suggests that using AXE shower gel will give men the advantage of being more attractive to the opposite sex. The advertisement also illustrates that a man can use this product to get women to do almost whatever he wants. In addition,the message suggests that using the right product is the method of attracting females attention. It contributes to the materialistic value of the society, where the products that one uses define the lifestyle and who he or she will be dating with. It encourages people to put more emphasis on the material rather than the value of the people. And most important of all, this type of advertisement become more about selling the dream rather than the product itself.

Furthermore, AXE products target the younger male population of 18 to 24 year-old men. These young men, especially those in their teens, are at the age where they could easily internalize and idolize the values such as materialistic and sexualizing women from the media. Instead of buying the product for its quality, young men would be buying AXE shower gels and body sprays for the lifestyle that the products promise. However, this type of advertisement is a false promise and these young consumers would soon lose appeal to the products.

How is this a good way to build a long, lasting, and profitable relationship?