make sense—men are supposed to be tough and dirty, and the women are supposed to look and smell pretty. However, men’s fashion has erupted in the past 10 or so years from what I believe is due to the emergence and acceptance of gays in our society. The male gender now has a more general acceptance as metrosexual, permitting products like Axe, to be successful. Why though, when the me-too competitor Tag came out with a similar product, commercial advertising, and target consumer, did it not maintain its success like Axe?
The Survival of Axe
The body spray that has revolutionized men’s cosmetics. Axe was one of the first companies that I have known to market sex appeal to men. They have a prerogative advertising campaign that has gone as far as women following the “chocolate” Axe man and taking a bite whenever possible. Historically, this doesn’t
make sense—men are supposed to be tough and dirty, and the women are supposed to look and smell pretty. However, men’s fashion has erupted in the past 10 or so years from what I believe is due to the emergence and acceptance of gays in our society. The male gender now has a more general acceptance as metrosexual, permitting products like Axe, to be successful. Why though, when the me-too competitor Tag came out with a similar product, commercial advertising, and target consumer, did it not maintain its success like Axe?
make sense—men are supposed to be tough and dirty, and the women are supposed to look and smell pretty. However, men’s fashion has erupted in the past 10 or so years from what I believe is due to the emergence and acceptance of gays in our society. The male gender now has a more general acceptance as metrosexual, permitting products like Axe, to be successful. Why though, when the me-too competitor Tag came out with a similar product, commercial advertising, and target consumer, did it not maintain its success like Axe?
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