AXE is on a mission to rebrand itself with its new 'Find Your Magic' campaign. Although AXE has long been associated with bravado and hyper-masculinity, now the company is trying to present a different brand image. As more men continue to reject rigid gender stereotypes, there is a growing demand for products that are more inclusive.
The Find Your Magic campaign still centers upon the idea of attraction, but it does so without relying on hyper-masculine stereotypes. Instead, the ad sends the message that men can choose the way they want to express themselves. As the ad plainly states, "We all have our own 'thing' – something special that makes us attractive to the world."
With its specific focus on diversity and gender fluidity, the new AXE commercial demonstrates an effort to redefine how brands engage with young men.