Axe puts new spin on masculinity perception

Press enter to search
Close search
Open Menu

Axe puts new spin on masculinity perception

Axe wants its consumers to put the old-fashioned male stereotypes behind, and live without having to hide their unique traits, quirks and features.

The men’s grooming brand is encouraging men to embrace a new concept — Bathsculinty, which is attributed as the characteristic of young men who take pride in their appearance and feel confident in expressing themselves inside and outside of the bathroom.

To help spread the word, The Englewood Cliffs, N.J.-based brand, which is part of the Unilever family, is partnering with actor and comedian Lil Rel Howery. Together, both will encourage men to embrace their own brand of Bathsculinity through a series of spots.

"Growing up, I definitely felt the constraints and effects of society's expectations of men," Howery said. "That negativity is actually one of the reasons I turned to comedy in the first place, and why I'm so excited to be partnering with AXE to help guys move away from traditional masculinity and explore their bathsculinity."

In addition, Axe also has enlisted additional partners to challenge consumers to explore their own self-care and share their ‘bathsculine’ moments on social media by using the #AXE and #Bathsculinity hashtags, the company said.

"Axe continues to break the barriers of masculine stereotypes each year by partnering with great organizations and individuals who support this mission," Dawn Hedgepeth, the general manager and vice president of Unilever Deodorants, men's grooming and hand and body lotion said. "It is our hope that the Bathsculinity mindset will encourage guys everywhere to embrace self-care and self-confidence in every aspect of life."