# Leather-Scented Cologne Axe Deodorant Wants Men to Smell Like Dead Cows By Shelby Lee Walsh | Published 2009-07-09 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/leather-scented-cologne-axe References: [illegaladvertising](http://www.illegaladvertising.com/index.php?vermouth=viewvideo&id=1473) & [theaxeeffect](http://www.theaxeeffect.com/) Men's [Axe](https://www.trendhunter.com/trends/stealie-hoodie) deodorant is always pushing boundaries in terms of [sexy marketing](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign) and their newest scent called “Instinct” exemplifies Axe's edgy advertising scheme. The commercial features a woman covered in a leather sheet and eventually cuts to her in bed naked with a man under leather. The commercial concludes with the words, "Axe Instinct. The power of leather.” A [leather-scented cologne](https://www.trendhunter.com/trends/vegan-leather-jacket)? Hmmm: I'm not so sure I want my man smelling of dead cow. **Implications** - Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics. Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic. Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 58% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Key Themes ### What Makes This Trend Stand Out - **Controversial Advertising:** Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics. - **Shock Factor Marketing:** Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic. - **Taboo Appeal:** Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention. ### Sectors Adopting This - **Fragrance and Cosmetics:** Controversial advertising can disrupt the fragrance and cosmetics industry by creating unique and attention-grabbing marketing campaigns. - **Fashion and Apparel:** Shock factor marketing can disrupt the fashion and apparel industry by challenging traditional norms and creating buzz around new products. - **Media and Advertising:** Taboo appeal can disrupt the media and advertising industry by pushing boundaries and capturing the attention of audiences through controversial imagery. ## Related on Trend Hunter - [Scent-Infused Apparel](https://www.trendhunter.com/trends/stealie-hoodie.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Cologne-Infused Scents](https://www.trendhunter.com/trends/spice-alchemist.md) - [Catnip-Infused Fragrances](https://www.trendhunter.com/trends/lynx-with-catnip.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Refined Body Spray Scents](https://www.trendhunter.com/trends/lynx-fine-fragrance-collection.md)