Everybody knows those Axe deodorant commercials, right? Those hilarious commercials where there’s some average looking guy (like me) whose sex appeal skyrockets from zero to godly with just a few puffs of the miracle product… I think those are real marketing masterpieces.
Altogether these videos are perfectly implemented, visually impeccable and they’re memorable every time! I love them.
I’ll save you the trouble of looking one up. 😉 I’m putting one of them here to put you in a good mood for the weekend! (Note: male nudity. Viewer discretion advised. 😉 )
Of course, I can already hear some of you yelling indignantly: “Another one of those misleading ads!” Like the current presidential campaigns, it’s “much ado about nothing” or “they’re funny ads, but seriously, they must think we’re idiots.”
In my case, it got me wondering (you never know, it might come in handy).
In fact, the Axe/Lynx Effect isn’t just a marketing thing, but is actually possible according to a scientific study carried out by researchers at the university of Liverpool, who are affiliated with Unilever (the giant multinational that markets Axe, Rexona, Timotei, Dove, etc.). Well, the results were interesting. They didn’t show that hysterical reaction for any nearby females, but did indicate that these products positively influence the perceived degree of seduction… And no, it’s not the scent that makes all women go wild.
35 men participated in this study, half of which received the deodorant that’s being sold in stores, i.e. the active product, and the other half got an inactive product, without any scent… During this study, their self-confidence was measured by means of a questionnaire, taken before, 15 minutes after and 48 hours after using the product. During these 2 days, they could not use other products, and couldn’t wash themselves… (I know, that’s tough.)
After these 48 hours, these 35 men had to record a small video presentation, which was then watched by a panel of women to evaluate the attractiveness and self-confidence of each man. No olfactory tests, just the video.
According to this study, men who had received the active deodorant got higher grades from these women. These same men also gave themselves higher marks in the self-evaluation questionnaires.
The ones who didn’t have the active product were judged to be much less attractive and less confident… Physically, the two groups were clearly alike.
So there does exist an Axe Effect! It may not be revolutionary, but the Axe Effect doesn’t directly influence the ones who interact with the subject, like what the Axe ads make it look like. Instead it’s the subject himself who benefits from increased self-esteem, which makes him more seductive and attractive.
This is furthermore cleverly reinforced by the TV ads, which, as over-the-top as they may be, rely on a real perceived positive effect (i.e. feeling clean, fresh, and confident in themselves and their seductiveness).
So the key factor in this equation is self-confidence, which you can derive from wearing this talisman deodorant, or from your pair of high-heeled shoes that make your legs look longer and make you feel more slender… or from that bra that emphasises your assets, that cream that gives you such a nice peachy skin, that make-up that makes you look even more lovely… Anything that gives you more confidence. In a way, that’s the magic of cosmetics.
In my case, what makes me confident is a pair of shoes that my mum gave me a while ago. It’s almost magical… they make me feel more intelligent. It’s odd. (Next time, I’m going to pass IQ tests with and without them and I’ll tell you the results.)
What about you? Do you have a product that gives you more self-confidence? Something that makes you more sociable and extroverted, and that always puts you in a good mood?
I love axe’s ads, they always make me laugh so hard, I suppose the study is right, it mostly boosts self esteem , my boyfriend cannot use another brand, he is always so confident when using any product from that brand, but personally I am not so fond of the scent… but I have to cope with it.
the cosmetist says
yeah I also love their ads, which always make me smile 😉 I agree, anything that boosts your self esteem should do the trick 🙂
cool post, I didn’t know there was a study, I kinda like the scent, the “attraction power” is only a plus
the cosmetist says
yeah I found this study a few months ago, and thought that would be interesting for you guys 😉