The 'Find Your Magic' Campaign Targets the Modern Man
Katherine Pendrill — February 4, 2016 — Marketing
AXE is on a mission to rebrand itself with its new 'Find Your Magic' campaign. Although AXE has long been associated with bravado and hyper-masculinity, now the company is trying to present a different brand image. As more men continue to reject rigid gender stereotypes, there is a growing demand for products that are more inclusive.
The Find Your Magic campaign still centers upon the idea of attraction, but it does so without relying on hyper-masculine stereotypes. Instead, the ad sends the message that men can choose the way they want to express themselves. As the ad plainly states, "We all have our own 'thing' – something special that makes us attractive to the world."
With its specific focus on diversity and gender fluidity, the new AXE commercial demonstrates an effort to redefine how brands engage with young men.
The Find Your Magic campaign still centers upon the idea of attraction, but it does so without relying on hyper-masculine stereotypes. Instead, the ad sends the message that men can choose the way they want to express themselves. As the ad plainly states, "We all have our own 'thing' – something special that makes us attractive to the world."
With its specific focus on diversity and gender fluidity, the new AXE commercial demonstrates an effort to redefine how brands engage with young men.
Trend Themes
1. Gender-inclusive Personal Care Products - Companies can innovate by creating personal care products that cater to all gender identities and break away from traditional gender stereotypes.
2. Diversity-focused Marketing - With an emphasis on inclusivity and acceptance, companies can target diverse groups of consumers and increase brand loyalty.
3. Celebration of Individuality - Promoting self-expression and individuality can resonate with modern consumers who prioritize authenticity and unique personal identity.
Industry Implications
1. Personal Care - Brands in the personal care industry can capitalize on the demand for gender-inclusive products and promote body positivity and confidence.
2. Advertising and Marketing - Companies can benefit from adopting diversity-focused marketing strategies that promote inclusivity and acceptance while creating stronger brand connections.
3. Fashion and Apparel - Clothing brands can create clothing lines that cater to a diverse range of body types, gender identities, and offer unique clothing options that promote self-expression and individuality.
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