Found this old ad online.
The thing that really caught me was how simple the message was – “girls like it”. I mean seriously, what other reason is there for guys to wear a fragrance?
I remember the first time I got a fancy aftershave. It was Jazz by YSL. Beautiful stuff. I walked into the department store and looked at the endless shelves of bottles. I sampled a bunch, by which stage they all smelt the same anyway. No, the bowls of coffee beans don’t help that much.
Then i saw Jazz, and i remembered a couple of girls taking at a party, telling me that this was their favourite fragrance on guys. That’s what it came down to. All the fancy packaging, with men in nice suits staring out at you, weird bottle shapes, and surreal advertising came to nothing. I would have bought the ugliest looking bottle there, if i knew that girls would later tell me that i smelt great.
Axe/Lynx gets the message spot on in their campaigns. Who know what those things are supposed to smell like? Certainly not sandalwood, nutmeg and wet cedar. The packaging is just functional. It makes girls go nuts… sold!
How to communicate this sort of message, in a believable way in marketing? The Axe message is fun, but obviously no one really takes it seriously. Social media opens up all sorts of possibilities. We already know that people find personal recommendations more valuable than broadcast messages, in purchase decisions. So the marketing challenge here is – how to generate positive recommendations, that match the brand image, and then how to ensure that these are communicated to the target audience?
I’m curious about the purchase patterns for these products. Most men’s cosmetic products are bought by their wives/girlfriends/mothers. Do they really purchase something that will make other girls go crazy for their man?