AXE Value Proposition: When you use your favourite AXE shower Gel, Body Spray, Anti-perspirant or deodarant

on any of your male hot zones, or our great New Hair Care line, your new and improved male musk is released into the atmosphere quickly reaching hereby females. This is exciting, as quasi-scientific research has proven, women like men who smell good and have good hair.

Target Market:
The target market for axe products is 18-24 year old males....

Axe had captured almost 4 percent of the $2 billion U.S. male deodorant market and begun to threaten armpit icons Old Spice and Right Guard

Customer Relationship:From 2003, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising for thePulse 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".