Your Daily Bionic Beauty Touchup

Anti-Powerful Beauty: Axe says “Women get bored easy”

Posted: 03 Sep 2010 05:03 AM PDT

Welcome to another "Powerful Beauty" Friday at the Bionic Beauty blog… This week I am switching things up. Instead of focusing on a positive definition, I’m highlighting a complete opposite example of Powerful Beauty.

Have any other Bionic Beauties been a tad offended by the new marketing campaign for Axe’s Twist and Shift fragrances for men? The Shift body spray’s gimmick is that it supposedly changes scent “through the day”.

The ad doesn’t just hint at its message, it bluntly states that “women get bored easy”.

If you haven’t seen the video, take a 45 second break and have a watch…

Is that the best that Axe’s fancy PR Marketing department could create? An advertisement embracing the fact that women are single-minded, flaky, easily distracted, and also continually flop their eyelashes around?

From the Axe-man’s changing appearances, the ad suggests women can not value a man unless he is constantly updating his costume, putting on a pretense, and playing head games with us.

Do women want a shifty man who is going to leave twisting when he gets bored of putting on an act? Apparently we certainly couldn’t be attracted to a guy is unique and true to his own personality.

This campaign is celebrating an idea of a man who is at root a superficial actor; a player who does not wish to realize a woman’s intelligence or independence. Instead of learning to communicate with a woman past a bad pickup line, Axe-man is relying on his cheap body-spray to seal the deal.

Yep, Axe. You nailed it. Women are unable to remain focused on a man for any time longer than a commercial break, and a guy sporting a shifting body spray fragrance is definitely going to keep a woman hanging on his every word.

After watching Axe’s “women get bored easy” advertisement, what are your thoughts? In my opinion, it’s a gigantic PR Marketing Fail, this Axe ad struck me as the complete antithesis of the Powerful Beauty motto; but I’m completely fine if y’all disagree with my assessment.

Catch up on the rest of the Powerful Beauty features. And remember to check back each Friday for another definition of Achieving Powerful Beauty!

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Friday, 3 September 2010