The majority of self-care marketing may be directed towards women but AXE wants to remind men that they also need to invest in taking care of themselves—and it is doing so by encouraging guys to explore their "Bathsculinity." AXE created a series of stereotype-busting videos that introduces the concept, which it defines as "Qualities or attributes regarded as characteristic of young men who take pride in their appearance and feel confident in expressing their most attractive selves, inside and outside of the bathroom."
AXE teamed up with actor and comedian Lil Rel Howery on this YouTube video series that explores a variety of its foamy, cooling and energizing products from its body care range. Outside of these videos, AXE is encouraging consumers to capture their own experience of #Bathsculinity on social media.
Male-Targeted Self-Care Campaigns
More Stats +/-
Socially Inspiring Grooming Campaigns
Minimalist Men's Wellness Brands
Empowering Sunglasses Campaigns
Inclusive Menswear Campaigns
Gender Barrier-Breaking Brushes
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