Unilever, the parent company of AXE shower gel, was founded in 1930 when a soap company and a margarine company merged. Due to their control on oilseeds, the main ingredient for many soaps and margarines, Unilever was able to penetrate the market for soaps and shower supplies. They have since expanded and now own many popular brands such as AXE, lever2000, Ben and Jerry’s, and a number of others. “They’re all part of the ‘Unilever armada of brand names’. To make sure the brand names do not go unnoticed, Unilever spends huge amounts of money on marketing and advertising. Advertising has always been a keystone of Unilever’s businesses.” (“Unilever, Overview”). This focus on advertising is often seen throughout the AXE product market, particularly with their shower gels.
A product market for shower gels was developed when grooming product manufacturers responded to costumer’s desire to reduce the soapy mess left on the shower shelf and introduced a shower gel that was not only easier to use, but also did not fall apart or smudge. Several manufacturers also created a variety of shower gel that cleaned the skin, reduced stress, moisturized the skin, boosted energy, and catered to more masculine tastes. This was to satisfy a growing target market of men who were more conscience of their physical appearance and more willing to spend time and money on purchasing their own products.
The manufacturer has identified the AXE shower gel target market as men, the majority of whom are in the age range of 17- 35, who want to feel fresh, clean, and masculine. These are men who tend to have higher standards for their personal care products than those who would be satisfied with using traditional soap. This target market expects more from their...
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Secondly, they should be used instead of soap. Finally, emollients should be used in the bath, ideally on a daily basis.
Axe is a company with a scented line of products aimed at pleasing young males in society. They began with a cologne line and have since expanded to include a plethora of affordable products such as their wide variety of soaps, shampoos, and deodorants which have earned them a handsome customer base that keep coming back for more. Every product they have on the market promises that beautiful young women will be more attracted to them as a result of its use. One such product is TAG Body Spray; this ad for TAG is right on target for reaching those average young males who feel they are in need of a little extra help with the ladies. By using relatable models, humor, and its well-known promise that it will magically make the wearer desirable to the opposite sex, it effectively appeals to the intended audiences’ need to be entertained and fought over by the female population.
Gillette’s market share is expected to reach 50% in 1996. Having such a strong monopoly
Tribune - The New York Times." The New York Times - Breaking News, World News & Multimedia. 17
The Gillette Company's Vision is to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than their competition. This Vision is supported by two fundamental principles that provide the foundation for all of our activities: Organizational Excellence and Core Values.
The rapid development of media and technology in the world market today has helped companies to sell their products and get in touch with their customers more easily (Rayburn, 2012). However the success of a company depends on many factors, not that only whether it has brilliant advertisement or marketing campaigns. The main aim of a company is to create shareholder’s value which according to Bender and Ward (2008), companies have to manage both well in a trading environment and financial environment in order to do that. Hence, the financial strategy can be seen as one of the most important factors in contributing to the business’s success especially to a large company such as Unilever as it is all about strategic decisions related to raising and manage the funds in the most appropriate manner.
Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business.
In our current society, advertising is approached in different ways when trying to appeal to more of a male or female audience. Companies who use marketing and advertising for the end goal of selling products tend to aim their advertisements to the gender that is most likely to buy the products (Gender Matters). Unilever is a company that sells multiple brands and different types of product; however, two brands that they sell, dove and axe, take opposite approaches when it comes to advertising and this has been seen as a controversial issue with different portrayals of women (Said et al.). Dove has started the campaign that promotes real beauty and the main goal of this campaign is to help women all around the world realize their true beauty
Generally, the main usage or benefits of skin-care products can physically rejuvenate the skin and psychologically revitalize the mental health of mankind whereby to boost-up their self-confidence. Past studies found that the cosmetics and skin-care products will significantly influence the consumers’ satisfaction whereby benefiting them on 2 aspects: emotion and utilitarian (Apaolaza-Ibanez, Hartmann, Diehl, & Terlutter, 2011).
In conclusion, Colgate’s advertisement used Logos, Pathos, and Ethos to reveal to the world that they have the best toothbrush out there. Their advertisement persuades everyone who has teeth to go out and buy their new product which is a toothbrush. The advertisement used Ethos, Logos, and Pathos to persuade viewers to buy their product. Although throughout the years, they’ve extended their products, their sales have gone down
"Toxic Chemicals Used in Salon Products." Women's Voices For The Earth. N.p., n.d. Web. 30 Apr. 2014. .
Unilever has more than 400 brands, 14 of which create sales in additional of 1 billion pounds a year. Almost all those brands have time-honored, strong collective operations, which includes Lifebuoy’s drive to promote hygiene through hand washing with soap, and Dove’s crusade for existent beauty. (Unilever, 2014)
The media control all mass communication all over the world, its existence is integral to today’s twenty-four hour society. All media is highly influential, from on television to radio, newspapers to magazines, but especially the £19billion advertising industry. Although many people refuse to admit it we are easily manipulated into buying particular products subconsciously, a well-produced and marketed advert can increase sales revenue for any product. Schwarzkopf hair care & dyes is well known as an alternative to the mainstream hair companies. Hans Schwarzkopf whose first formula in 1903 was an instant hit with his female customers established Schwarzkopf in 1868. The water-soluble powder shampoo, “The Shampoo with the Black Head”, offered an easy-to-use and value-for-money alternative to the expensive oils and harsh soaps of the time. Since then the brand has continued to grow and is famous for providing striking colours for women with a more adventurous style at an affordable price.
It is time, at last, to speak the truth about toxic chemicals behind personal care and beauty products. The daily products of an average person consists of face wash, hand soap, shampoo, conditioner, floss, toothpaste, and deodorant. Surprisingly, all of these products listed contain toxic chemicals that are harmful to our body. If we use these products to maintain our hygiene, does that mean we are not clean without these products? For example, a common shampoo many people use is Head and Shoulders. However, do we know if the shampoo is cleaning our hair from beginning to end or is it damaging our hair? How often do you read the ingredients labeled on your personal care products and wonder if they are safe to use? More importantly, if you