# Male-Targeted Self-Care Campaigns AXE is Inviting Modern Men to Explore Their "Bathsculinity" By Laura McQuarrie | Published 2019-04-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/bathsculinity References: [prnewswire](https://www.prnewswire.com/news-releases/axe-promotes-self-care-and-self-confidence-with-bathsculinity--the-modern-mans-take-on-masculinity-300833608.html) & [axe](https://www.axe.com/us/en/bathsculinity.html) The majority of self-care marketing may be directed towards women but [AXE](https://www.trendhunter.com/trends/fit-check-by-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](https://www.trendhunter.com/trends/indu-teen-boy-skincare) 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](https://www.trendhunter.com/trends/whaxe-pack) 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. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 36% | Activity: 87% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Male Self-care Marketing:** Opportunity for brands to create self-care campaigns specifically targeting men. - **Stereotype-busting Videos:** Creating videos that challenge stereotypes can help engage and empower modern men. - **Social Media Participation:** Encouraging consumers to share their self-care experiences on social media can boost brand engagement. ### Where This Applies - **Personal Care Products:** Opportunity for personal care brands to develop and market grooming products for men. - **Entertainment and Media:** Collaborating with actors and comedians to create engaging content can attract a wider audience. - **Social Media Platforms:** Social media platforms can offer tools and features to facilitate user-generated content for brand campaigns. ## Related on Trend Hunter - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Male Grooming Artist Collaborations](https://www.trendhunter.com/trends/whaxe-pack.md) - [Male Personal Care Collections](https://www.trendhunter.com/trends/bath-and-body-works-1.md) - [Male Fragrance Expansions](https://www.trendhunter.com/trends/lynx-fine-fragrance.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Interactive Grooming Brand Pop-Ups](https://www.trendhunter.com/trends/lower-body-spray.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md)