Unilever recently launched another extension to its popular Axe brand. This time, the company has added another shower gel line including the new Axe Skin Contact Hyrdrating Shower Gel. 
I think the Axe product line is great. The advertising is perfect for the target audience, the packaging is unique and appropriate for the audience, and the target audience loves the Axe products. In short, the whole thing works.
While the new Axe Skin Contact Hydrating Shower Gel is advertised as including aloe vera to cleanse and moisturize, I think all of the other "natural" ingredients in Axe Skin Contact Hydrating Shower Gel are far more interesting. Let's take a look.
According to Convenience Store News, Unilever announced its new Axe Skin Contact Hyrdrating Shower gel saying it, "has notes of black licorice and glazed grapefruit in the woody-based blend of cedar wood, liquid amber and Tonka beans. The Smoothing Shower Scrub contains frozen tomato leaves combined with ginger candy and green melon notes, while the Purifying Shower Gel combines eucalyptus, frozen mango, tangerine juice and black lime."
I'm not really sure what to think after reading that description. Should users bathe with Axe Skin Contact Hyrdrating Shower Gel or eat it? Or perhaps that's the idea. What do you think? Is this a subliminal message with sexual connotations or just coincidence?
Axe has always been very imaginative with their ads although always following the same line of thought. I suppose it works for the target audience but I know more than a handful of women who raise their eyebrow upon seeing their ads! Anyway, this is the first time I have heard of this shower gel. Honestly, if they did implant that underlying message... I wouldn't be surprised. At least they have consistency.
Posted by: Julie, writer Surefirewealth.com | February 26, 2008 2:29 AM | Permalink to Comment