Since most guys also erroneously associate person hygiene with gayness, Unilever mercilessly markets AXE with the message that it will get you laid. Aside from the obvious reasons, this is hilarious because they're also behind the Dove: Real Beauty campaign. Hypocrites. They've also realized that you can only make so many different kinds of soap because AXE has moved into new territory: exfoliating tools. I picked up an advance copy of the new July Playboy and saw AXE is marketing the AXE Detailer. Here's what it looks like:
The Detailer may wash off candle wax and lipstick... but what about the shame of anonymous homosexual experimentation?
You can see it has a grip, strap, and a different texture on top. But we all know this is a basic loofah. The ad in the magazine has two blurbs pointing to spots on the detailer that say "Scrubs candle wax off your chest hair" and "Washes lipstick off your neck". This way, AXE consumers know that this product is for people with penises who like vaginas. I guess candle wax and lipstick could still apply to a tranny.
If you couldn't already tell, I despise this marketing tactic. What's more aggravating is that every single men's grooming product has gone this route... shave gel, body wash, fragrance, and pretty much everything else. I use Paul Mitchell Tea Tree Oil shampoo, Kiehl's facial lotion, Neutrogena lip balm & face wash, Aveda phomollient, Aveeno bodywash & shaving cream, and a Sonicare toothbrush. Sure, the result is spectacularly smooth and soft skin, shiny and thick hair, and bright white teeth... but it's also just a reinforcement of my own vanity.
The bottom line is: AXE smells like shit, won't get you laid, and being afraid of gayness usually a good sign you might be gay in the first place.
