AXE asks guys to 'find their magic'
ENGLEWOOD CLIFFS, N.J. -- Men's fragrance brand AXE is launching a new omnichannel marketing campaign in 2016 designed to help men express their personal style.
The brand plans to highlight the AXE Collective with John Legend, an Instagroom content series and the new AXE Advanced Collection grooming line.
"Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes," said Matthew McCarthy, senior director, AXE & Men's Grooming for Unilever. "We've been part of guys' lives for decades, and AXE champions real guys and the unique traits that make them attractive to the world around them."
Building on a successful 2015, this year AXE and John Legend are continuing the AXE Collective to elevate musicians and filmmakers and help them showcase their magic. Aspiring creators can visit AXE.com to learn more about a chance to be mentored by John Legend and to be featured at an event during SXSW or the Toronto International Film Festival.
AXE has also created the new Instagroom series, designed to inspire guys and give them the tools to achieve their own unique magic. Instagroom features 15-second videos that answer the most burning style and grooming questions guys are searching for online to help them amp up their personal style.
The new AXE Advanced Collection is comprised of three lines: Adrenaline, Urban, and Signature. According the AXE, these products offer a variety of benefits including fragrance-release, anti-odor, and anti-marks technology:
AXE Adrenaline
AXE Urban
AXE Signature
The AXE brand's new direction will be brought to life globally via cross-channel advertising and a new film called "Find Your Magic," developed by advertising agency 72andSunny Amsterdam.
On the inspiration behind Find Your Magic, 72andSunny Amsterdam Executive Creative Director Carlo Cavallone said: "AXE has always been at the forefront of culture. With Find Your Magic we're out to empower [guys] to be the most attractive men they can be – themselves."