The 33-year-old brand, famous for revolutionizing the male fragrance category and for its iconic advertising, is redefining the category again. Stereotypical views of masculinity are changing and modern masculinity is taking centre stage. And that is why South Africa’s number one male fragrance brand is introducing a new Axe for a New Man.
“We believe that men are their most attractive when they embrace their own individuality and that is why Axe is liberating the South African Man from the stereotypical ideals of the past, helping him become the most attractive man he can be by encouraging each and every guy to Find Your Magic,” says Ryan Fauconier, Axe Brand Manager, South Africa.
Launched in August 2016, the Axe ‘Find Your Magic’ campaign encourages men to ignore stereotypes and express their individuality – no matter what it looks like.
The Axe ‘Find Your Magic’ campaign is driven by research, developed through work with over 3,500 men in ten countries which shows that despite social progress, men still feel overwhelming pressure to conform to masculine stereotypes — and that male confidence is shockingly low.
From a South African point of view, the research was carried out to help understand our South African man in more detail. What it means to be a “man” is moving on for the current generation- we see a shift away from the dominant patriarchal model associated with previous generations. The younger generation want to move away from rigid gender roles and don’t feel the need to subscribe to any preconceived ideas of masculinity. They want to show a break from the past.
When it comes to their partners, they’re looking for girls who share similar values, outlooks and passions… Love doesn’t mean an end to lust, but signals a fusion between love & lust- attraction is still paramount.
In response, the new positioning and ‘Find Your Magic’ campaign inspires guys to celebrate their individuality, reject archaic, stereotypical notions of male attractiveness, and gives them the tools and inspiration they need to work on their original style.
With the Axe media launch on 24 August in Johannesburg, Axe has enlisted three local influencers, blogger Siya Beyile of the Threaded Man, hip hop artist Dash from Durban group Dreamteam and style icon Trevor Stuurman, to lead the debate on masculinity & attraction and to encourage men across the country to ‘Find Your Magic’. To find what makes you, you.
The South African campaign follows the launch of the Axe global campaign earlier this year, and will see the arrival of a new range of grooming products to encourage men to ignore stereotypes and express their individuality – no matter what it looks like – in the months to come.
The new range of Axe fragrances which inspire individuality while still celebrating attraction is backed up by an unprecedented new campaign featuring a radical, progressive point of view on masculinity and attractiveness.
Axe You, developed by iconic fragrance expert Ann Gottlieb in conjunction with renowned fragrance house Firmenich, inspires a progressive vision of masculine individuality. At its core, the fragrance retains its classic masculine scent with aromatic herbs and spices with sensual woods, while also featuring notes of black basil and coriander to add a progressive twist, allowing modern guys to reveal their authentic self.
You can view the ‘Find Your Magic’ film here.