axe
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Axe (grooming product)From Wikipedia, the free encyclopedia
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Lynx
Type Men's grooming products
Owner Unilever
Country France
Introduced 1983
Related Brands Dove
Markets World
Website http://www.theaxeeffect.com/
http://www.lynxeffect.com/
Axe (or Lynx in the UK, The Republic of Ireland, New Zealand & Australia) is a brand of male grooming products, owned by the British/Dutch companyUnilever and marketed towards young males. The scents range from popular scents to the least common scent called lemon-lime.
Contents
[hide]
1 History
2 Products
o 2.1 List of Axe & Lynx deodorants
o 2.2 Axe Limited Edition chronology
o 2.3 Axe Shower Gels
3 Marketing
o 3.1 PR controversies
4 Axe Shampoos
5 Axe Hair Stylers
6 References
7 External links
[edit]History
This section needs additional citations for verification.Please help improve this article by adding reliable references. Unsourced material may be challenged and removed. (May 2009)
Lynx Africa deodorant body spray and shower gel
Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.
Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.[1]
The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Axe brand such as South Africa's Ego brand.[citation needed]
[edit]Products
Line of Axe products
Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Axe Dry), and anti-perspirant stick (also called Axe Dry).
From its launch, the yearly fragrance variant has played a key part in the success of the brand by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine, and Oriental.[citation needed]
From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.[citation needed]. See an interview of Ann Gottlieb, in which she speaks
about Axe fragrance development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-Professions-Ann-Gottlieb
In 2009, the brand launched an 8-centimeter container called the Axe Bullet.[2] The brand has also extended into other areas such as shower gels,aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Barbershop[3] and razors.
Most scent names usually have a shower gel to companion them and sometimes an antiperspirant/deodorant stick.[citation needed]
Can of Axe Twist
The 2009 frame has a mint scent.[citation needed]
The Axe Shampoos come in two different sizes, the regular and most seen 12 fl oz size and the travel or sample size of 1.7 fl oz that has a different top, 22oz bottles were introduced recently.
Axe also ships a shower scrub tool called the Axe Detailer.
[edit]List of Axe & Lynx deodorantsThis section needs additional citations for verification.Please help improve this article by adding reliable references. Unsourced material may be challenged and removed. (May 2009)
Axe's list of yearly body-spray variants is as follows. Limited edition or short-lived variants are listed in a following table.
Year Variant Name Description Notes
Year of Discontin
ue
1983
Amber,[4] or Ambre, orSandal,[5] or Magic Amber.
Variant name is a description of fragrance.
One of the first three variants that Axe launched, first in France. Discontinued
Unknown
1983
Musk,[6] or Brave,[5] orMoschus, or Wild Musk.
Variant name is a description of fragrance.
One of the first three variants that Axe launched, first in France. Available in Germany.
Present
1983
Spice[7] or Agrest orBoise,[5] or Blue Chypreor Fraiche.
Variant name is a description of fragrance.
One of the first three variants that Axe launched, first in France.
1985
Amber, Musk (Moschusin Germany), Spice
Variant name is a description of fragrance.
In this year, these three variants were used to launch the brand in the UK.[1] Musk is still available in Argentina, Brazil, France, andGermany
Possibly late 90s
1987
Oriental[8]Variant name is a description of fragrance.
This was the first "new" variant that Axe launched and started a strategy of a yearly new variants[citation needed]. Discontinued
Possibly late 90s
1989 Marine[9]
Variant name is a description of fragrance.
As of 2008, still available in the Netherlands, Austria, France,Belgium, Spain, Argentina, Brazil, and CENTCOM AAFES stores that stock from Europe.
Possibly late 90s
1990 Tempest [10] Discontinued Possibly
late 90s
1991 Mirage [11] Discontinued Possibly
late 90s
1992 Nevada [12]
Variant named after the state in the United States.
Discontinued Possibly 2002
1993 Java [13]
Variant named after the island inIndonesia.
Discontinued Possibly 2002
1994 Alaska [14]
Variant named after the state in the United States.
Discontinued - still available in Germany
Possibly 2002
1995 Africa or African Amberor Native [15] Variant named after
the continent.
The most popular variant of Axe, marketed as Kilo in North America and Native in Brazil. Africa is the most popular variant in the UK and still is for 14 years.
Present
1996 Inca or Aztec [16]
A warm spicy fragrance named after the Inca civilization.
Discontinued 2002
1997 Atlantis [17] Still available in some
countries 2004
1998 Apollo[18] Discontinued 2004
1999
Voodoo[19] Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar
Present
eclipse in 1999.
1999 Hypnotic[20]
The commercial asked if you believe in hypnosis, which was the effect of this axe scent.
2008
2000 Phoenix[21]
Limited edition version released to cover the "Phoenix Legends" Dance Event in Ibiza, Spain in 2000.
Present
2000 Adrenalin or Accelerateor Orion Not available as a
shower gel.Still available in some countries. Present
2001 Gravity[22] The advertising featured
a man falling to Earth. Present
2002 Dimension[23]
Also called Enygmata in some countries.
Present
2002
Apollo, Kilo, Phoenix,Tsunami or Maniac,Voodoo
Axe launched in U.S.[1]
This is the line up that Axe launched with in U.S.
n/a
2003 Pulse
A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible.
Used the "Make Luv" dance track which reached number 1 in UK. Still available in some countries.
2008
2003
Essence or Fusion A US variant Used TV advertising that showed two sides to a man's relationship with
Present
women, also called Fusion in some countries.
2003 Conviction
Join the world of conviction. Join the world of conquest. Because if you have conviction, no woman can say no. No woman who can turn her face. Because women like men safe. Unite to this world.
Used TV advertising that showed many men who are successful with women. At the end of the advertising there are thousands of men holding Axe Conviction and singing in a choir by a statue of a man also holding Axe Conviction.
Present
2004 Denim
Released In India as shaving cream, deodorant and aftershave.
2008
2004 Touch A red blood color.
The TV advert features women getting more and more turned on[24]
Present, 2008 (UK)
2005 Unlimited A light blue color.
Mimics the Chinese kung fu film Crouching Tiger, Hidden Dragon.[25]
2007
2006
Click or Clix Also called score in some countries.
This variant is portrayed as making men so attractive to women they will need a clicker to keep score of the number of women who check them out. Uses Nick Lachey in the advertising who is out-scored by a hotel worker who wears Clix. Axe gave away free clickers to promote the scent.
Present
The Lynx version uses Ben Affleck in the advertising instead of Nick Lachey.[26]
2007 Vice
Advertising implies that it will turn "nice girls naughty" thanks to the forbidden fruits in the fragrance. The Latin phrasevirgo in flagrante delicto is printed in mirrored text on the spray, body wash, and deodorant stick.
Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a crime film. Still available in some countries.
2010
2008 Dark Temptation
A chocolate-smelling fragrance; advertising implies that because women like chocolate, they will find men who smell of chocolate irresistible
Advertising features a man who turns into chocolate when he sprays himself with Axe. He then goes on to be eaten by a series of women.[27]
Present
2009 Instinct
The scent includes cardamom, amber, and atlas cedar to produce a spicy scent of leather.
The advertising campaign features a caveman who sprays the fragrance on himself and becomes irresistible to women. The tag line is "No one can resist a man in leather."[28]
Present
2009 Wild Spice or Africa Duo Spice fragrance. Not available as a
shower gel yet. Present
2010 Twist (TWIƧT) orShift[citation needed] Has a Citrus scent. Spelled with a
backwards S. Present
2010 Music Star[citation needed] Has a 'rock and roll'
style fragrances.
Black, white and red can with guitar motif. Also the logo is changed for this fragrance only.
Present.
2010 Full Control[citation needed] Dry
Available in Argentina and Chile initially but now released widely.
Present.
2010 ex_friends[citation needed]
The bottle is green,with a bolt on the middle
Available now in Central America. Present.
2010 Provocation or Excite[citation needed]
The bottle is dark and violet with tribal tattoo
Initially released in the Dark Temptation gift set, but now as a lone product.
Present.
[edit]Axe Limited Edition chronologyAxe also launches limited edition variants from time to time that may be on sale for a few months or over a year.[citation needed]
Year Limited Edition Name Description Notes Year of Discontinue
2000 Millennium or Zero 2006
2001 White Label
Released in conjunction with the Eurphoria White Label Music event, this limited edition variant was available in the UK for a short period of time.
2002
2004(?) Relapse 2008
2005 Ready
Long lasting effect makes you always ready for "action", blue colored can. Same scent as "Air."
Clearly states it's a very limited edition, came out with the willing scent.
2008
2005 Willing
Long lasting effect makes you always willing for "adventure", green colored can.
Clearly states it's a very limited edition, came out with the ready scent.
2008
2006 Air Light fresh fragrance. Same scent as "Ready."
Available as a shower gel too. Still available in some stores.
Present
2006 Below 0 or Get Fresh Cold and fresh fragrance.
Advertising shows a girl kissing a boy and the mouth of the girl get freezed. Also available as a shower gel. Still available in some stores.
Present
2006 (?) Silver Fusion Exclusive to Germany.
A German variant, that came in an all silver can. A different fragrance to the American "Fusion" variant.
unknown
2007 3
A pack of two cans of Axe. One is called 1, the other is called 2. Both should be sprayed together to make a new smell.
2009
2008 Recovery or Recover orAnti-Hangover
Citrus scent One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray
Present
form. Released in U.S. in 2009.
2008 Shock Ice mint scent
One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009.
Present
2009 Fever or Hot FeverA fragrance infused with Brazilian hot mud and red dragon fruit extract.
One of the three scents released by Axe under limited edition status. Comes in shower gel and body spray form. Released in U.S. in 2009.
Present
2008 DRY Sharp Focus
An anti-perspirant, not available as deodorant body-spray. Only available as anti-perspirant body spray, deodorant stick, and roll-on. Fresh mint scent.
Advertising features a man that stays focused when he sprays himself with Axe. Is only available in DRY, not normal.
Present
2008 Jet
Sweet and fresh fragrance. Not available as a shower gel. Still available in some stores.
In the advertising is shown fake flying company with very sexy stewardesses.
2008
2008 Day and NightAn deodorant to use for the day, and the other for the night.
Advertising says that one is suitable for everyday, the other is not.
Present
2008 Boost or Ignite Warm Guava Scent. Based on a shower gel. Present
2009 Heat Warm Citrus Scent. Available in Shampoo Winter 2009
only. This Limited Edition Shampoo + Conditioner came out with Freeze anti-itch shampoo. The scent seems to rival the Fever body wash and body spray line of products.
2009 Proximity sub-label:Amber, Bergamot, andVetiver
Three scents under the Proximity name. Lighter, more sophisticated fragrances targeted at less juvenile men. Sold at a higher price than regular Axe range. Comes in body spray only.[citation needed]
2010
2009 Summer Is a light variant, light and sweet lime fragrance.
Limited Edition, called "Cool Summer" in Australia
Fall/Autumn 2009
2009 Music Star Guitar and Music Star Drums
Available in South America
Is a repackaging of the Mirage fragrance from the 90's.Also available as a shower gelBody Spray Dry Anti-perspirant and shower gel are sold exclusive to Tesco in the UK and Ireland as Musicstar.
Present
2010 Rise or Rise Up[citation needed] With Lime Extract Also available as a shower gel Present
2010 DRY+ Sensitive[citation needed] Anti-Perspirant designed for sensitive skin.
Only available as an anti-perspirant and roll-on.
Present
2010 Play 2010'[citation needed] Available in Argentina and Chile
Many colors and PLAY2010 on the bottle.
Present.
2010 Legend'[citation needed] Limited Edition Austrailian variant
Bottled in an all yellow bottle and used the famous Axe beach advertisement.
Present.
2010 Alpha'[citation needed] Limited Edition UK variant
Exclusively available in Boots stores in the United Kingdom.
Present.
2010 Cool Metal[citation needed] Also available as a Shower Gel Present
[edit]Axe Shower Gels
Year Name Description Notes Year of
Discontinue
2002 Shower Shake:Speed andContact
Shower gel that contained both a shower gel and a moisturiser
Speed: Present
Contact:
2006
2003 Pulse
Suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible.
Still available in some countries. 2008
2004 Recover or Anti-Hangoveror After Hours Citrus Scent Also available as body
spray.
Present (Germany and UK: 2010)
2004 Skin Contact:Sensitive, Hydrating, Purifying,Smoothing andRevitalizing
Smooths Skin Sensitive is a newer version, with revitalizing
Present
being the newest.
2004 Groove or Night AttackGuarana scent with light musk and power beads.
Present (UK:2007)
2005 Re-Load A blue coloured shower gel.
Present (UK:2007)
2006 Boost or Ignite Warm Guava Scent
A red coloured shower gel, also available as body spray.
Present (UK:2010)
2006 Thai Massage
A shower gel described as containing Bali Sea Salt and Tiger Balm
Present
2007 Shock Icy Mint Scent Also available as deodorant. Present
2008 Snake Peel or Skin ResurrectionA mix of cactus oil and desert minerals.
Present (UK:2009)
2009 Hot Fever or Fever
A fragrance infused with Brazilian hot mud and red dragon fruit extract
It was promoted largely at T4 on the beach on the 19th July 9 which had the guy from the advert dance on stage with his dancers. The advert has got the slogan "Muchas Maracas", Maracas and the shower gel were given away during T4 to promote. Released in U.S. in 2009.Also available as deodorant.
Present
2010 Rise or Rise Up[citation needed] With Lime Extract
Also available as deodorant. Present
[edit]Marketing
From 2003, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited,[25] Clix,[26] and in 2007, Vice[26] was marketed on a theme of making "nice" women become "naughty".
[edit]PR controversiesAdverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism.[29] The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development."[30]
On January 12, 2008 a 12 year old boy in Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space.[31][32] Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries.[33] In response to the possible safety concerns,[citation needed] the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.[34]
[edit]Axe Shampoos
Year Name Description Notes Year of
Discontinue
2008Constrict or Clean & Control[35]
Shampoo that de-poofs your hair.
Part of the Axe hair crisis relief products. Present
2008 Dual or 2 in 1[35] Shampoo and conditioner.
Part of the Axe hair crisis relief products. Present
2008 Intense or Deep Clean[35]
Removes product build-up and scrubs your hair.
Part of the Axe hair crisis relief products. Present
2008 Armor or Anti-Dandruff[35]
Removes dandruff from hair.
Part of the Axe hair crisis relief products. Present
2008 Primed or Just Clean[35] Just shampoo. Part of the Axe hair crisis relief
products. Present
2008 Lure or Just Soft[35] Just conditioner. Part of the Axe hair crisis relief
products. Present
2009 Freeze or Itch Relief[36]
Soothes the itch and gets rid of flakes.
Part of the Axe hair crisis relief products. This shampoo seems to follow the Shock line of products.
Present
2009 Heat[citation needed]2 in 1 shampoo + conditioner. Warm citrus scent.
Part of the Axe hair crisis relief products. This shampoo has been marketed under Limited Edition status! This shampoo seems to follow the Fever line of products.
Winter 2009/Re-Released
2010 Zen[37]
Gets you calm and centered so you can focus on the day (or night) ahead.
Part of a new set. Present
2010 Downpour[38]Gives you a refreshing clean so you're ready for whatever lies ahead.
Part of a new set. Present
[edit]Axe Hair Stylers
Year Name Description Notes Year of
Discontinue
2008 Charged or Spiked-Up Look[35] Spikes up your hair. Part of the Axe hair
crisis relief products. Present
2008 Laid Back or Shaggy Look[35] Gives you an easy looking hair. Part of the Axe hair
crisis relief products. Present
2008 Whatever or Messy Look[35] Gives you a messy look. Part of the Axe hair
crisis relief products. Present
2008 Refined or Clean-Cut Gives you a clean cut, polished Part of the Axe hair Present
Look[35] looking hair. crisis relief products.
2009 Sleek or Smooth & Sophisticated Look[39]
Provides extra shine and control so that you can get sophisticated hair.
Part of the Axe hair crisis relief products. Present
2010 Natural & Understated Look
For a light hold and natural looking hair.
Part of the Axe hair crisis relief products. Present
2010 Crew Cut & Buzzed Look
A buzzed look that's soft and protected with SPF15.
Part of the Axe hair crisis relief products. Present
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ntroduction: We Rasasi Perfumes Industry LLC are a perfume manufacturing company having state-of-the-art production facility in Dubai with more than 30 years expertise. We work with internationally known designers, fragrance houses and packaging suppliers from Europe for creating trendy perfumes according to contemporary consumers' taste. Our products are positioned at the mid market segment and are well established in many countries across the continents through our Country / Region Distributors globally. Products: Rasasi products are designed on the base of our key slogan "Quality products for an affordable
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Basic Information
Company Name: Rasasi Perfumes Industry
Business Type: Manufacturer
Product/Service(We Sell):
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MARKETING MANAGEMENT-I
GROUP ASIGNMENT 3
COMMUNICATION CAMPAIGN
AXE DEODORANTS
Submitted to:
Submitted by:
Prof. Freda J. Swaminathan Aayush Kad 91061FORE School of Management Anisha Malhotra 91067Chitra Yadav 91076Mukesh Goel 91093Sucheta Sabarwal 91113INTRODUCTION
The Axe deodorant was first launched in the year 1983. It has been there in the market for the last 26 years and is currently the best-selling brand of Unilever. It has earned an iconic status in most of the markets it has entered. The story is no different for India.Axe deodorant was launched in India during 1999. It was launched as a high price product and initially the promotion was kept low. Axe at that time was the leading men's deodorant brand in Europe and was popular in India in the Grey market. HLL had the brands Denim and Rexona and was ruling the market. Axe was priced at a premium above the Denim brand which was positioned as a male deodorant brand.At the beginning the product promotion was not fine tuned according to the Indian market and the same advertisements that ran in Europe were used for the Indian audience as well. Later the promotion was adapted according to the Indian sensibilities. Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this star performer.Axe markets itself as the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. This has a lot of subliminal implications. The brand assumes that Men like to be seduced. That feeling of being seduced gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect.Along with these, the brand also ensured that customers are constantly engaged with new fragrances and campaigns. In 2005, Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and Phenomenon. In the recent years, it has launched call me campaign. Axe is one of the rare brands that have embraced new media to the maximum extent. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. Also to promote its chocolate variant, it declared November as the month
of chocolate. Yahoo web page was used extensively to promote this campaign.Axe success in India is primarily based on its captivating communications strategy. It uses a wide range of media to engage with the consumers. Its success is very much evident from the fact that it is gaining acceptance in non-urban areas as well.
COMMUNICATION TOOLS
AXE used the following five communication tools for its promotion:
(1)Advertising
Advertising can be explained as a paid form of non-personal presentation and promotion of goods. This is the tool primarily used by AXE as a mode of communication. In all its TV commercials, print ads and billboards, AXE has tried to attract people with its humour as shown in the ad below. The ad shows that if you use ‘Axe’ then there will be seven Snow Whites instead of Seven Dwarfs, and all of the snow whites will be attracted to you. If a person is very thorough with a thing then they can say that the ad is depicting women as it shows women being completely overwhelmed by nothing more then just a deodorant.
(2)Interactive Marketing
Interactive marketing includes various activities and programmes designed to engage customers and directly or indirectly raise awareness. The company has a dedicated website known as http://theaxeeffect.com for promotion of existing AXE product line as well as introduction of the new products. Advertisements of AXE are visible all over the web in relevant web sites and the existing and prospective consumers can also communicate with the company in an informal manner through their official communities in various social networking sites like Facebook and Orkut. AXE also introduced various campaigns like “Call Me”, “AXELand”, “AXEfeather” for an increased customer engagement.
(3)Events and Experiences
Company sponsored activities and programs designed to create daily or special brand related interaction come under this category. AXE organizes upbeat events for its new product launches and it follows this strategy worldwide. Last year AXE successfully launched five variants of New AXE Score, Dimension, Pulse, Touch, and Vice, featured by an intriguing attraction wrapped up in a creative settings at Bunderan HI, Jakarta.
New AXE launch at Bunderan
Apart from its own product launches, Axe has sponsored a wide range of other events like youth festivals, music shows where it can have an opportunity to interact with its target audience as well as collect data for its market surveys.AXE has targeted its products for males aged 16 to 25, hence it has
always projected its ads as if fulfilling some wild experiences which its target audience demand and thus gaining their attention.
(4)Publicity
“
Getting the girl has never been easier, thanks to the AXE effect
”.
AXE has always promoted this idea and is evident in all of its advertisements and publicity stunts.
Axe has the right storytelling element and the video reinforces the brand's provocative and contrarian personality, without constraints from TV and radio censors. AXE new products are always awaited among its supporters and the company has always used tactful strategies for successful launches. Press releases by the company have always enjoyed a huge audience base and rarely disappointed them on technicalities. It has always projected its products as cool, fashionable and stylish, these being the attributes customers want from a product like deodorants.
(5)Word of Mouth MarketingA good product also requires a good promotion strategy. AXE ad campaigns have always been the talk of the town. The humor in the ads travels from person to person and thus creating a positive vibe throughout its existing and prospective customers. Through its ads AXE has always tried to capitalize on the hidden fantasies people have and bringing them up as a subject of discussion.
Packaging
Packaging involves designing and producing the container or wrapper for a product. Growing Use of packaging as a marketing tool is now evident because of the following reasons1.Self service2.Consumer affluence: consumers are now willing to pay a little more for convenience, appearance and prestige of better packages.3.Company & Brand Image: Instant Recognition 4.Innovation Opportunity
AXE keeps on innovating its packaging designs. The AXE deodorant bottles communicate a great sense of style, uniqueness and an upmarket feel which attracts its target audience that is the youth and also catches the eye of other people. Labeling, that is the printed information on the bottles, is also a part of the packaging. AXE chooses different designs for different variants making its presence more evident and stylish.
Different packages of AXE
AXE’s “Call Me Campaign”
Did you call 9987333333?
AXE is known for its cheeky, in-your-face campaigns that end up generating buzz, and its new thematic brand campaign, ‘Call Me’, is no different. Targeted at the young urban male, the cool and youthful brand is positioned as one that helps guys get ahead in the mating game.The new campaign, launched in early March showed girls swooning over Axe men and giving them their telephone numbers. Both films end with the girls giving the boys the number 09987333333. Through a series of ads in
, outdoors and television, viewers are being encouraged to call this very same number.
When you will call on the Axe number, you get to talk to Axe Girl "Tanya" who asks you about "AXE effect". Then you will hear the message like,
‘Hi, My name is Tanya. If I think you have the Axe effect you could win some great prizes like an iPod or, hey, even the latest iPhone.’, ‘If I say I’m cold, would you give me a hug? Yes or no? Press 1 for yes, press 2 for no’, ‘If I ask you to take me for a ride on your bike, would you?
’ etc. As part of the ‘Wake Up’ service, Tanya would also call the person back at the pre-determined time he has set for the next five days. This is the best Campaign to engage the consumer by using Mass Media to drive an on-ground activation exercise. It is not related to the sales of the Product that is why lakhs of consumers are calling on this number. Priya Nair, general manager, deodrants, HUL says that the company was targeting 10 lakh calls in three months but within a month of the campaign breaking they have received 27 lakh calls, 5 lakh wake-up alarm requests and 30,500 ‘Hey Axe man’ ringtones have also been downloaded. She says that most customers were pleasantly surprised to find Tanya on the other side.To give further momentum to the idea, the print campaign had ads creating hype about a condition called ‘numberitis’ affecting women, which was “a condition affecting women characterized by an uncontrollable urge to give away one’s mobile number to great smelling men.”Interestingly, Axe has also done an on-ground activation in the form of postcard branding where it has tied-up with Lee stores in Delhi NCR, Mumbai, Bangalore and Kolkata. When someone — ideally a guy — tries on a pair of jeans or a shirt in the store, he will find a Polaroid picture in his pocket of a beautiful girl with her phone number, or a visiting card with the number and the message ‘Call me’. The activity was done in 24 stores in where approximately 1300 Polaroid’s and 500 visiting cards were placed per store. The cards ensure guaranteed interaction with a focused target audience as the cards are placed in youth hang outs and cards — and thus the brand message — are being picked up voluntarily.Axe campaigns have always been very integrated and are not linked to sales directly as the customer doesn’t have to buy a product to participate in a contest. It has always been a fun interaction between the brand and the consumer. So this time also customers were not hesitant to call in.With the 300 million plus mobile subscriber base in
India, the mobile engagement model allows a scalable and personalized engagement activity. Axe has smartly leveraged this opportunity, allowing for a fun interaction between brand and buyer.
AXE CLICK CAMPAIGN
The axe undertook the click campaign in 2006 to promote its new fragrance “CLICK”. It was a pan-global campaign which was mainly targeted at young males. Their main objective was to start a social phenomenon called “Clicking”. The device used in this campaign was a clicker which was basically used for counting. It was distributed to the axe users around the world to keep a count of the girls they get along with. This campaign was well supported by the Axe websites. It proved to be a virtual world where guys could gather and share the information regarding “clicking”.This campaign was implemented in two phases. In the first phase a small teaser site with the name of www.clickmore.com
was launched. Its main aim was to generate excitement around this campaign and encourage males to use clickers. In the second phase full site was launched with additional features of an interactive game and downloads. In order to encourage competition among the users, each week top 'clickers' for each country have their name displayed on the weekly leader board. The top clicker of the week wins a prize and is also recognized in the hall of fame. This campaign also used television as a medium to interact with the consumers. The TV commercials featured Hollywood actor Ben Affleck as he was well suited to the role of an ordinary man getting female attention. This campaign turned out to be huge success with its website registering 2 million visitors. Moreover, this successful campaign was used as a central theme in newer markets like India, Thailand, The Philippines and Puerto Rico. The Click campaign is an apt example of successful interactive marketing which directly engaged its consumers with the brand although in a virtual world of internet. This campaign also used the sales promotion tool of contest which drew a quicker buyer response while adding value to the consumer by instilling more confidence in him. The campaign is also a good example of 360 degree marketing as TV commercials and events also supported this campaign along with the usual tools of interactive marketing.
NOVEMBER 2008- “Chocolate Month Of The Year
”
Axe launched another campaign in November 2008 to promote its new variant Axe Dark Temptation in India. It was undertaken in association with Yahoo. It was 24 hour online campaign in which a dark man was placed in the centre of the Yahoo.in homepage on 14
th November. If anyone visited the homepage then this dark man was converted to chocolate man after the deodorant was sprayed on him. This man then goes inside the banner ad after which the real consumer engagement began.If the visitor clicked on this banner ad then the content on the homepage changed into the chocolate related stories and the logo of Yahoo changed into a brown colored logo with chocolate dripping from it. If continued further then the service of sending a box of chocolates to a girl was also available. This service was made available only if the person visited the site of Axe which
required him to fill a form. This campaign was mainly used to capture the attention of the young internet users who visited the Yahoo webpage. This campaign had the capacity of reaching 3.5 million users of Yahoo.This campaign was a part of an overall communications strategy used for the Axe Dark Temptation variant. This campaign was also backed up with the TV commercials and was specially designed for the Indian consumers. This campaign again highlights the importance of internet as a medium of communication especially if the target audience is young.
SWOT Analysis
Strengths
AXE has a unique value proposition in the market. It enjoys the position of the market leader as well. “The AXE Effect” portrays AXE deodorants as not just a product to be used to smell good but it actually is a feeling to be experienced. AXE has campaigns that are frequently talked about and keep their consumers engaged like the “Call Me” and “Click” campaigns. AXE has always associated itself with adventure and thus attracting its primary audience. AXE is now also venturing new areas other than the urban cities in search of its secondary audience and it has received a warm welcome their too.
Weakness
AXE has always targeted the young males from the age group of 16 to 30 and that is very limited looking at the macro view. Even the new products from the AXE stable like the hair gels and other creams target the same segment. Hence its promotion campaigns though loved by a large
The Axe effect: Competition acquires an edgeSapna Agarwal / Mumbai June 1, 2009, 0:39 IST
Axe angels are working overtime these days. Ever since Hindustan Unilever launched the ‘Call Me’ campaign that shows a girl giving her phone number to a boy doused in Axe, the angels (as the girls in the commercials are called) have received 3.5 million calls. And the phones just don’t stop ringing these days.
The commercials were launched after an exhaustive study by the Axe Research Lab showed that over 92 per cent of women are willing to give their phone number to a guy they liked in the first meeting. The study found other gems too: 70 per cent of women are willing to give their mobile numbers to men who are ‘cute’. The Axe commercials extended the logic further to say that women surely wouldn’t mind sharing their numbers with men who also smell good.
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Stories NowThe logic worked, and how: Apart from the 3.5 million actual calls received, over 700,000 men have already registered for the wake-up call service within three months of the campaign launch.
If the market leader (Axe had 33 per cent market share in December 2008 as per A C Nielsen data) does something like this, competition can surely not be far behind to cash in on the “aspirational” value proposition of male deodorants.
That explains the flurry of high-voltage campaigns by companies such as Godrej Consumer Products (GCPL), Henkel, Nivea and Elder Pharma. The Rs 300 crore male deodorant market is growing at over 50 per cent per annum.
The reason for this heady growth is that they have become aspirational products , says GCPL’s Chief Operating Officer R K Sinha. GCPL, which has roped in Hrithik Roshan to endorse its male deodorant range, has cornered over 5 per cent market share in a short period. The company is now eyeing the No 2 slot, which is currently occupied by SetWet Zatak at 9.1 per cent.
There are other suitors too for that slot. Nivea Mens deodorant, which entered the market at the end of 2007, has already overtaken Park Avenue with close to 9 per cent market share. The growth prompted two other players to enter this segment earlier this month. While Henkel launched Fa Mens Extreme with film actor Bipasha Basu as its brand ambassador, Elder Health Care along with VLCC launched Fuel for Men.
The choice of Basu as Fa’s most visible face is best explained by Venkatesan Deenadayalan, branch head, Mudra Chennai, the agency behind the Fa Mens Extreme campaign. “Apart from personal care/protection etc, young men now use deodorants to attract the opposite sex,” he says. CavinKare is also set to join hands with Paris-based $3.5 billion fragrance products maker, Coty, to establish Adidas brand personal care products in India.
The market for male deodorants at an average price of Rs 140 per bottle is roughly 21.4 million cans per annum. And contrary to conventional wisdom, the target audience is not just the urban male. “It’s moving beyond the metros down the pop strata rapidly,” says Priya Nair, category head, oral care and deodorants, HUL, the makers of Axe.
Smelling good, it seems, has never been so profitable.
Deodorant Market Smelling RosyBy: Carrie Lennard, Euromonitor International
Posted: July 31, 2009, from the August 2009 issue of GCI Magazine. Brazil’s love affair with fragrances resulted in market-leading $2.9 billion deodorant sales.
Sachet marketing has become a valuable tool to increase sales in low-income regions.
The mature Western European market reports growth, with increased focus on offering value-added products such as deodorants with antiaging benefits.
Nearly recession-proof, natural deodorants typically retail at approximately twice the price of their standard counterparts, making them an increasingly important area of growth.
Consumers are willing to pay a premium for clear packaging and luxurious sounding ingredients.
The cost of manufacturing will likely continue to rise, and this will pose a threat to future growth and likely lead to further consolidation.
According to Euromonitor International, the deodorants sector was one of the few segments to post growth in 2008 (8% globally; up from 5% in 2007) and outperformed the global cosmetics and toiletries market, which saw 5% growth in the same period. (See Figure 1.) This success is evidence of a shift in global consumer perception of deodorants—from a product with relatively low usage among consumers globally to one that is fast becoming a necessary part of daily grooming regimens. Despite strong growth rates, deodorants still only account for $17 billion in total sales worldwide, or just 5% of the overall market. This compares rather unfavorably with the 23% share held by skin care products, proving that there is still much work to be done if deodorants are to reach their full potential.
Latin America’s Love of Scent Key to Growth
Latin America was the strongest regional contributor to the growth of deodorants in 2008, with a 17% value increase over 2007, according to Euromonitor International. This growth was driven primarily by a boom in sales in Argentina (28% value growth), Venezuela (27%) and Brazil (18%). Brazil was the largest single market for deodorant sales, with sales of $2.9 billion in 2008, accounting for 17% of sales globally. The country’s dominance in retail sales of deodorants stems partly from its love affair with fragrances, which accounts for nearly one-fifth of its total cosmetics and toiletries sales. Deodorants are often used as a more affordable substitute for fragrances by lower-income consumers. The strong cultural emphasis placed on the importance of smelling good, combined with the increasing purchasing power of lower socioeconomic groups, contributed to the 18% rise in value sales in 2008 Gradual consumer trade-up from less expensive pump formats, as favored by domestic deodorant leader Natura, to more expensive sprays has also been a key factor in Latin America, leading to 59% growth in
the sprays category in 2008. Leading companies such as Unilever, with its Rexona brand, are focusing on spray deodorants, with strong marketing activity and new product development. The main reasons behind this emphasis on sprays are that consumers who try the spray format rarely revert to less expensive deodorants such as pumps, and more importantly, profit margins are higher for sprays than for pump deodorants.
Sachets Boost Sales in Low-income regions
As many of the world’s consumers have considerably lower incomes than those in developed Western regions, sachet marketing has become a valuable tool for deodorant manufacturers to increase sales in low-income regions. In India, for example, Unilever has successfully marketed small Rexona deodorant sticks for a fraction of the cost of products sold in Western markets.
Mature Western European Market Posts Modest Rise
As the most mature region for deodorants, Western Europe accounts for the largest share of the global market, with sales worth $5.6 billion in 2008 (33%). In most Western European countries, there is a strong social stigma attached to not using deodorant, and this has kept product penetration very high for many years. Conversely, it is now difficult for manufacturers to make significant category gains in Western Europe. The market has reached strong maturity levels, and growth has been comparatively slow in recent years. The majority of consumers already use the more expensive spray deodorant format, so there is less scope for trade-up in that respect—although even the mature U.K. market still reported growth of 6% for deodorant sprays in 2008. Instead, marketers are increasingly focusing on offering consumers value-added products such as deodorants with antiaging (Unilever’s Dove Pro-Age) or ultra long-lasting benefits (notably Sure, also from Unilever).
Deodorant makers upbeat, brands set for big pushSravanthi Challapalli
User base to increase with more awareness on benefits
POISED FOR GROWTH
Chennai June 18 The deodorants category is poised for big growth. Market players that Business Line spoke to are upbeat and cite greater awareness, rising disposable incomes, growing young population, Western influences and modern retail as the causes for their optimism.
Though penetration is poor, the category is growing between 30 and 40 per cent. Market size is estimated at Rs 175-200 crore and this summer, as in earlier years, there have been many launches and heightened media activity.
Mr Amit Singh, Marketing Manager (Cosmetics & Toiletries), Henkel India, says the growth of the deodorant category is, in large part, due not so much to the impression people make on others as due to the fact that they don't want to face anything negative in themselves. He adds, "The market will soon move to higher-order benefits which will see manufacturers making deos for sensitive skin, with milder perfume and so on." Henkel's launches this summer are made up of relatively milder fragrances, and Nivea India's deos are preservative- and colourant-free.
Hindustan Unilever Ltd (HUL), which is the market leader with its Axe and Rexona variants, is trying to popularise the roll-on format. Unlike other countries, in India, the aerosol format is the most popular as contact applicators are seen as "sticky" and "personal" and therefore not conducive to sharing. "HUL plans to aggressively explode the market by recruiting and upgrading all relevant target groups — men, women, teens, high-and low-income groups" and by "contact applicator", says Mr Shubhranshu Singh, Marketing Manager (Deos), HUL. Last year, Rexona launched a 50 ml pack priced Rs 70 to this end.
Mr Ramesh Viswanathan, Vice-President (Marketing), CavinKare Pvt Ltd, says the deo category seems to be one of the star categories of personal care.
"Proliferation of brands is likely as it's an easy product to make. Advertising is likely to go up and already we're seeing deo-specific advertising from all the key players, unlike earlier, when deos were line extensions and piggybacked on the flagship product," he points out.
Market for talc
However, the Rs 600-crore market for talcum powder, for long the staple remedy to smell good, is in no danger of dying out — it's easy on the purse as well as a habit bred through generations, especially in South and West India, he adds.
"Talc is a family product used by everyone in the household but deos are user-specific and very adult," he says.
Earlier, deos were seen as cheaper forms of perfume. But that perception is being corrected, slowly.
"As people become more aware of the benefits of using a deodorant over conventional methods of combating body odour, the overall user base will increase," says Mr Sudarshan Singh, Brand Manager, Nivea India.
Deo seems to be the buzzword in the market today. Anything with the deo tag sells, which is probably why the commodity market of late has seen the launch of many products with fragrance to get that
extra mileage in sales.
The deodorant market in India is worth Rs 200 crore. On an average, deodorants sell at least 5 per cent more than talcum powders in supermarkets. The success of deodorants in the urban market has encouraged the leading players in the sector to launch more deo-related products.
The latest products include soaps with a long standing deo formula. Though the products are yet to grab a sizable market, the industry is poised for major growth by this summer, a market analyst said.
Godrej Consumer Products Limited (GCPL) launched Cinthol deo soap to tap into this segment recently. And GCPL vicepresident Dr Rakesh K Sinha is optimistic about the market for such products in India. "The deodorant segment in India is still underdeveloped. At present, only 1 per cent of the population can afford deodorants.
In such a case, if there are product variants that can offer the convenience of a deo along with a soap, for low prices, who will not buy it?" he asked.
Brands like Fa and Park Avenue, which have a significant market share too have tried out variants of deodorant products in the market.
If deo soaps and variants of deodarants are a better buy for customers, the retailers see this product as an extensive value addition to the deodarant segment.
From the market perspective, deodorants were initially aimed at the urban elite. Now, with brands deciding to come out with affordable variants of deodorants, this sector will start targeting the middle class customers.With summer just around the corner, the products will sweep the market, the merchandise manager of a leading super market said. var zz=0;var sldsh=0; var bellyaddiv = ’’; var stindex=100; var stp=150; var taglen=0; var tmp; var tagcheck = new Array("div","span","br","font","a"); var storycontent = document.getElementById("storydiv").innerHTML; var firstpara = storycontent.substring(0,storycontent.toLowerCase().indexOf("
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A premium lifestyle brand provides a complete range of Personal care and Grooming products that a man would require to be well groomed.
Fragrances, Body care, Shaving Systems and Hair care solutions offered by PARK AVENUE are ranked amongst the best in the industry for their unparalleled International Quality & Performance.
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