# Equalizing Fragrance Campaigns This AXE for Women Campaign Gives Girls a Fighting Shot at Love By Laura McQuarrie | Published 2014-11-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/axe-for-women References: [vimeo](http://vimeo.com/111118675) & [axeivanovo.ru](http://axeivanovo.ru/) In order to promote a new [AXE](https://www.trendhunter.com/trends/axe-campaign) for women product, the [Hungry Boys](https://www.trendhunter.com/trends/spicy-sesame) creative agency set up a campaign that had the potential to revolutionize the lives of hundreds of Russian women. It can be difficult to stand out in a sea of women, but this is especially true if you're a woman living in Ivanovo, nicknamed Russia's "city of brides" because of the extremely high ratio of women to men. When women in Ivanovo picked up a can of AXE Anarchy in-store, they were given the chance to win a ticket out of the city and straight to Moscow, where there's a far better chance of finding chemistry with a guy. As well as there being less competition, being armed with the alluring scents of amber, sandalwood and vanilla is bound to make some guys weak in the knees. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 15% | Activity: 52% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Promotional Campaigns:** Creating unique and impactful campaigns to promote products and engage target audiences. - **Gender-specific Products:** Developing products specifically for women or men to cater to their unique needs and preferences - **Addressing Gender Imbalance:** Addressing gender disparities and creating opportunities for women in male-dominated areas. ### Sectors Adopting This - **Cosmetics and Fragrances:** Innovating in the cosmetics and fragrance industry by creating products tailored to specific genders and preferences. - **Creative Advertising:** Creating disruptive and engaging advertising campaigns to capture consumer attention and create brand awareness. - **Tourism and Travel:** Developing travel opportunities and experiences for individuals in areas with gender imbalances to create new opportunities and empower individuals. ## Related on Trend Hunter - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Interactive Grooming Brand Pop-Ups](https://www.trendhunter.com/trends/lower-body-spray.md) - [Male Fragrance Expansions](https://www.trendhunter.com/trends/lynx-fine-fragrance.md) - [Refined Body Spray Scents](https://www.trendhunter.com/trends/lynx-fine-fragrance-collection.md)