Axe "Find Your Magic" – Redefining Masculinity in Advertising

Executive Summary

In January 2016, Axe (known as Lynx in the UK, Ireland, Australia, and New Zealand) launched "Find Your Magic," a global marketing campaign that represented a significant strategic pivot from the brand's previous advertising approach. Owned by Unilever, Axe had built its brand identity over two decades on hyper-sexualized advertising featuring the "Axe Effect"—the premise that using Axe products would make men irresistible to women. The "Find Your Magic" campaign marked a deliberate departure from this positioning, instead embracing diverse representations of masculinity and encouraging men to be confident in their individuality.

This case study examines the strategic rationale, execution, and documented outcomes of this campaign using only publicly verified information from company statements, press releases, interviews with Unilever executives, and credible media coverage.

Background: The Axe Brand and Its Traditional Positioning

Axe was launched in France in 1983 by Unilever and expanded globally throughout the 1980s and 1990s. According to Unilever's brand descriptions, Axe established itself as a male grooming brand targeting young men, primarily in the 15-25 age demographic. The brand's advertising strategy, particularly from the late 1990s through the early 2010s, consistently featured scenarios where men using Axe products would attract large numbers of women, often in exaggerated or fantastical situations.

By the mid-2010s, Axe faced several market challenges. According to an interview with Matthew McCarthy, Senior Director of Axe and Men's Grooming at Unilever, published in Adweek in January 2016, the brand recognized that "guys are more enlightened about what it takes to be successful with women." McCarthy stated, "They know they need to be confident, they need to be prepared, but they also need to be themselves."

The Strategic Context for Change

Shifting Cultural Attitudes Toward Masculinity

In the years leading up to 2016, broader cultural conversations about masculinity, gender stereotypes, and the objectification of women in advertising had intensified. Several brands across industries began reconsidering how they portrayed gender in marketing communications.

According to a statement by Unilever cited in Campaign magazine in January 2016, the company commissioned research that revealed significant insights about their target audience. The research found that approximately 90% of young men aged 18-24 felt that they were expected to conform to rigid masculine stereotypes. Additionally, according to Campaign's reporting on Unilever's research, young men increasingly rejected one-dimensional portrayals of masculinity in advertising.

Competitive and Market Pressures

During this period, Axe also faced intensifying competition in the male grooming category from both established brands and new entrants. According to market data cited by The Wall Street Journal in January 2016, the U.S. men's personal care market was experiencing growth, but Axe's market share had been under pressure. The article noted that Axe needed to attract a broader consumer base while retaining its core audience.

No verified public information is available on specific market share figures or sales performance for Axe during the 2014-2015 period leading up to the campaign launch.

Campaign Development and Strategy

The Research Foundation

According to interviews with Unilever executives published in multiple outlets including Adweek and Campaign in January 2016, the "Find Your Magic" campaign was developed based on extensive research into young men's attitudes. Matthew McCarthy told Adweek that the research revealed young men "don't want to be told there's one way to be attractive" and that "attraction is more egalitarian than it's ever been."

The campaign was developed by Axe's lead creative agency, 72andSunny, based in Los Angeles. According to Campaign magazine's coverage in January 2016, the agency worked closely with Unilever to develop a campaign that would resonate with modern attitudes while maintaining brand recognition.

Campaign Objectives

Based on statements from Unilever executives in press coverage, the campaign's objectives included:

According to Matthew McCarthy's interview with Adweek, the goal was to "celebrate the many different definitions of attraction and attractiveness" and to help young men "feel more confident about who they really are." McCarthy stated that the campaign aimed to move beyond what he characterized as the brand's previous "one-dimensional" approach to attractiveness.

In an interview with Marketing Week published in January 2016, McCarthy explained that Axe wanted to "question stereotypes and champion diversity" while maintaining the brand's positioning around confidence and attraction.

Creative Execution

The "Find Your Magic" campaign launched globally in January 2016 with a 60-second television commercial that featured a diverse cast of real men rather than models or actors. According to descriptions in Adweek and Campaign, the commercial showcased men with different body types, ethnicities, abilities, and personal styles, accompanied by a voiceover stating: "Who needs some old spice commercial to tell them how to smell like a man? You already know about body spray. The question is, is it as unique as you are? Find your magic."

The campaign's tagline, "Find Your Magic," replaced Axe's longstanding "Axe Effect" messaging. According to reporting by The Drum in January 2016, the campaign included television commercials, digital advertising, social media content, and in-store marketing materials rolled out across more than 100 countries.

The creative approach deliberately featured men in scenarios that emphasized individuality and authenticity rather than sexual conquest. According to Campaign's reporting, the commercial included men with visible disabilities, men of different races and body types, and men engaged in various activities that reflected diverse interests and lifestyles.

Campaign Launch and Media Coverage

Initial Reception

The campaign officially launched on January 10, 2016, with the television commercial debuting during the Grammy Awards broadcast in the United States. According to reporting by Adweek, the placement during the Grammys was strategic, as it represented a high-profile cultural moment with significant viewership among the target demographic.

Media coverage of the campaign was substantial. Major publications including The New York Times, The Wall Street Journal, The Guardian, Adweek, Campaign, and Marketing Week published articles about the campaign within days of its launch. According to an article in The Guardian published on January 11, 2016, the campaign represented "a radical departure for a brand that has made its name from the fantasy of sexual conquest."

Public and Industry Response

Media coverage documented mixed reactions to the campaign. According to reporting in various outlets, some marketing professionals and consumers praised the campaign for attempting to modernize the brand's message, while others expressed skepticism about whether the shift was genuine or opportunistic.

The Guardian's coverage noted that feminist writers and commentators had criticized Axe's previous advertising for years, and the new campaign was seen as a response to these criticisms. However, the article also included quotes from critics who questioned whether the campaign went far enough or whether it represented an authentic shift in corporate values.

According to Adweek's coverage, some advertising industry professionals viewed the campaign as a necessary evolution. The publication quoted advertising executives who noted that brands needed to reflect changing cultural values to remain relevant, particularly with younger consumers.

No verified public information is available on specific consumer sentiment metrics, brand tracking data, or quantified reception scores for the campaign.

Integration with Broader Unilever Initiatives

The "Find Your Magic" campaign aligned with broader corporate initiatives at Unilever related to gender representation in advertising. According to statements by Unilever executives cited in Campaign magazine, the company had committed to reviewing its advertising practices across all brands to ensure more progressive and inclusive representations of gender.

In 2016, Unilever announced its "Unstereotype" initiative, which formalized the company's commitment to eliminating stereotypical portrayals of gender in its advertising. According to Unilever's public statements cited by Marketing Week in 2016, the Axe campaign was positioned as an example of this broader commitment.

Keith Weed, who served as Unilever's Chief Marketing Officer at the time, stated in interviews published in Marketing Week and Campaign that the company recognized its responsibility to reflect and shape cultural attitudes through its marketing communications. According to these interviews, Weed emphasized that the shift was not just about responding to criticism but about genuinely evolving the brand's values.

Documented Outcomes and Impact

Awards and Industry Recognition

The "Find Your Magic" campaign received recognition within the advertising industry. According to reporting by The Drum and Campaign, the campaign won multiple awards at industry competitions, though specific award names and dates are documented as follows:

According to The Drum's coverage in June 2016, the campaign received recognition at the Cannes Lions International Festival of Creativity, though the specific category and award level are not clearly documented in publicly available sources.

Sales and Business Performance

Unilever does not publicly report sales figures for individual brands like Axe in isolation. The company reports financial results for business segments, and Axe falls within Unilever's Beauty & Personal Care division.

In Unilever's full-year 2016 financial results, published in January 2017, the company reported that its Beauty & Personal Care segment experienced underlying sales growth of 3.1% for the year. However, the results did not attribute performance to specific brands or campaigns, and no verified information is publicly available that directly links the "Find Your Magic" campaign to sales performance.

In an interview with Marketing Week published in December 2016, Matthew McCarthy stated that Axe had seen "positive results" from the campaign, but he did not provide specific metrics. McCarthy said, "We've seen brand health metrics improve, we've seen engagement with our content improve, and we've seen sales stabilize in key markets." However, no independently verified data supporting these claims is publicly available.

Market Share and Competitive Position

No verified public information is available on Axe's specific market share changes following the campaign launch. Market research firms such as Euromonitor International and Nielsen track personal care market data, but detailed brand-level performance data for Axe is not freely available in public reports.

Long-term Brand Evolution

The "Find Your Magic" campaign represented the beginning of a sustained shift in Axe's brand positioning. According to subsequent press releases and marketing campaigns documented in trade publications, Axe continued to move away from hyper-sexualized advertising in the years following 2016.

In 2017, Axe launched a campaign called "Is It OK For Guys?" which further explored modern masculinity by addressing questions about male behavior and emotions. According to reporting by Adweek in April 2017, this campaign continued the themes introduced in "Find Your Magic."

In 2019, Axe launched another campaign focused on toxic masculinity, which was covered by The Guardian and other outlets. According to The Guardian's reporting in May 2019, the campaign addressed specific behaviors associated with toxic masculinity and encouraged men to challenge harmful stereotypes.

These subsequent campaigns suggest that the strategic direction initiated by "Find Your Magic" became embedded in the brand's long-term positioning strategy.

Strategic Analysis

The Business Case for Repositioning

Based on publicly available statements from Unilever executives, several strategic factors motivated the repositioning:

Changing Consumer Values: According to Matthew McCarthy's interviews with trade publications, research indicated that younger consumers, particularly those in the target demographic, increasingly rejected stereotypical gender portrayals in advertising. McCarthy told Marketing Week that the brand needed to evolve to remain relevant: "If we didn't change, we risked becoming increasingly irrelevant to our core audience."

Reputational Considerations: Years of criticism regarding the brand's portrayal of women and masculinity had created potential reputational risks. According to reporting by The Guardian and other outlets, Axe had been cited by feminist writers and gender equality advocates as an example of problematic advertising. While no verified information is available on whether this criticism directly impacted sales, it represented a long-term brand risk.

Market Maturation: According to statements by McCarthy cited in various publications, the male grooming market had matured, with consumers becoming more sophisticated. The exaggerated fantasy-based advertising that had worked in earlier decades was less effective with more media-savvy audiences.

Corporate Values Alignment: As part of Unilever's broader portfolio, Axe needed to align with corporate initiatives around sustainability and social responsibility. According to Unilever's corporate communications cited in Campaign and Marketing Week, the company was increasingly focused on brands with a social purpose.

Execution Challenges and Risks

The campaign involved significant risks:

Authenticity Concerns: Given Axe's long history of hyper-sexualized advertising, the brand faced skepticism about whether the repositioning was authentic or merely opportunistic. According to coverage in The Guardian and other outlets, critics questioned whether a single campaign could overcome decades of different messaging.

Audience Retention: The campaign risked alienating core consumers who had connected with the brand's previous positioning. No verified public information is available on whether Axe experienced consumer backlash or lost loyal customers following the campaign.

Competitive Differentiation: By moving toward more inclusive, values-based messaging, Axe entered a space where multiple brands were operating. According to marketing analysts quoted in Campaign, the challenge was differentiating in a crowded field of brands claiming progressive values.

Limitations of Available Information

Significant information gaps exist in the public record regarding this campaign:

No verified financial data is publicly available that isolates the campaign's impact on sales, market share, or profitability. Unilever's financial reporting does not provide brand-level detail.

Consumer response metrics such as brand awareness changes, consideration scores, purchase intent shifts, or consumer sentiment tracking are not publicly available. While Unilever executives made general claims about improved brand health, no specific data was released.

Internal decision-making processes, including debates within Unilever about the strategic shift, concerns raised by executives or board members, or alternative strategies considered, are not documented in public sources.

Research methodology details, including sample sizes, research design, specific questions asked, and full results of the consumer research that informed the campaign, have not been publicly released.

Media spend and campaign investment figures are not publicly available. No verified information exists regarding the budget allocated to "Find Your Magic" or how it compared to previous Axe campaigns.

Detailed performance metrics such as social media engagement rates, video view counts, earned media value, or other standard campaign measurement metrics have not been publicly disclosed with source verification.

Long-term sales trends specifically attributable to the campaign versus other market factors cannot be isolated from publicly available information.

Competitive response and market dynamics following the campaign are not well-documented in public sources.

Key Lessons

Lesson 1: Cultural Alignment as Strategic Imperative

The case demonstrates that long-established brand positioning may require fundamental reassessment as cultural values evolve. According to statements from Unilever executives documented in trade publications, the company recognized that brand messaging developed in one era may become misaligned with cultural values in another. Matthew McCarthy's comments to Marketing Week emphasized that brands must evolve with their audiences or risk obsolescence. However, the case also illustrates the challenges of measuring the business impact of culturally motivated repositioning, as verified performance data remains limited.

Lesson 2: Reputational Risk Management in Legacy Brands

For brands with controversial advertising histories, proactive repositioning may be preferable to reactive crisis management. The Axe case suggests that long-term reputational concerns can motivate strategic change even absent immediate sales crises. According to media coverage from The Guardian and other outlets, Axe had faced sustained criticism for years, creating potential long-term brand risk. The "Find Your Magic" campaign represented an attempt to address these concerns proactively. The limitation is that no verified information is available on whether the reputational concerns had begun to materially affect business performance prior to the repositioning.

Lesson 3: Purpose-Driven Marketing Requires Sustained Commitment

The case illustrates that a single campaign is insufficient to reposition a brand with decades of different messaging. According to documented subsequent campaigns reported by Adweek, The Guardian, and other outlets, Axe continued to build on the "Find Your Magic" themes in 2017, 2018, and 2019, suggesting that the company recognized the need for sustained commitment to the new positioning. This pattern indicates that values-based repositioning requires long-term consistency rather than isolated campaigns.

Lesson 4: Transparency Challenges in Measuring Social Impact Campaigns

The absence of publicly available performance data for the "Find Your Magic" campaign highlights broader challenges in evaluating marketing campaigns with social objectives. While Unilever executives made claims about improved brand health and positive business results in interviews, the lack of verified supporting data makes independent assessment impossible. This pattern is common across the industry and raises questions about accountability and measurement standards for purpose-driven marketing.

Lesson 5: Balancing Authenticity and Commercial Objectives

The case raises questions about authenticity in corporate social responsibility and purpose-driven marketing that remain difficult to resolve with available information. Media coverage documented skepticism about whether Axe's repositioning reflected genuine values change or opportunistic response to criticism. Without access to internal decision-making processes and longer-term verified performance data, assessing the authenticity and effectiveness of the strategic shift remains challenging.

Discussion Questions for Business School Analysis

1. Strategic Repositioning Under Uncertainty: Given the absence of verified performance data, how should executives evaluate the business case for values-based brand repositioning when the financial impact is uncertain? What frameworks should guide decisions when reputational concerns may not yet be affecting sales but represent potential long-term risks? Consider the balance between short-term financial performance pressures and long-term brand value.

2. Measuring Intangible Brand Value: The case reveals limited publicly available data on brand health metrics, consumer sentiment, or long-term performance attributable to the campaign. What measurement systems should companies implement to evaluate purpose-driven marketing initiatives? How should executives balance the pressure for quantifiable ROI with the inherently difficult-to-measure nature of cultural positioning and brand reputation? What role should third-party verification play in corporate claims about campaign success?

3. Authenticity in Corporate Purpose: Axe faced skepticism about whether its repositioning was authentic given its advertising history. What actions can companies take to build credibility when shifting from controversial positioning to values-based messaging? How should executives address the tension between commercial objectives and social values in marketing? At what point does purpose-driven marketing risk being dismissed as "purpose-washing" or opportunistic positioning, and how can companies mitigate this risk?

4. Portfolio Brand Management and Corporate Values: How should large consumer goods companies like Unilever manage brand portfolios when individual brands' historical positioning conflicts with corporate sustainability and social responsibility initiatives? What are the trade-offs between allowing brand autonomy and enforcing corporate standards across portfolios? Consider the case in the context of Unilever's broader "Unstereotype" initiative and corporate positioning around purpose-driven growth.

5. Target Audience Segmentation in Cultural Repositioning: The "Find Your Magic" campaign risked alienating consumers who connected with Axe's previous positioning while attempting to attract new consumers aligned with more progressive values. How should marketers assess whether to retain legacy positioning or pursue repositioning when cultural values shift? What frameworks should guide decisions about audience trade-offs? Consider how companies can use research to understand whether their core audience is evolving or whether repositioning requires targeting fundamentally different consumers.