Axe eases men’s fears of styling with recommendations and social influencers
Unilever’s Axe is tapping into the increase in men’s interest with hair through a social influencer campaign that not only blends personalization, humor and information together, but also ties into direct-purchase capability.
The men’s personal care brand is looking to encourage men to style their hair more with a social and mobile campaign that will see influencers taking over AXE’s account daily. Fans will be able to get personalized recommendations with a mobile quiz that helps men get the best look for themselves and purchase the products to do so.
“AXE is the #1 Male Styling brand in the U.S., but with low penetration of male styling there is still a ton of growth potential for the men’s styling category as a whole,” said Piyush Jain, vice president of Hair Care at Unilever. “We know this because while search data tells us that the interest in men’s hair is on the rise, currently 65 percent of guys either don’t style their hair or only style on special occasions because they’re afraid of looking like they’re ‘trying too hard’ and haven’t yet found an easy, every day look.
“This campaign is all about breaking the barriers that are keeping guys from styling by working with influencers they look up to and who can prove that great style is an easy, and important, part of their regime,” he said.
Social influence
Axe is looking to a wide range of social influencers across a wide range of interests such as sports, style, lifestyle and more. These popular social media stars will be attempting to help combat men’s fears of styling their hair, to increase confidence.
Thirty influencers have been chosen to be one of Axe’s Hair Creators. They will share a variety of content on their own accounts, as well as take over the official Axe account through the month of March.
Hair creators will post about how styling their hair makes them more confident and share tutorials on how to get different styles. When taking over the official Axe account, the creators will answer questions sent in from fans and consumers.
Comedy YouTube video creator Rudy Mancuso, actor Josh Peck, professional chef, music artist Tyler Ward and American Ultimate Disc League player Brodie Smith are some of the creators in the campaign.
Mobile recommendations
Axe is providing a link to a mobile site in its Instagram bio that brings users to a quiz to find the best style for them. After asking participants what lengthy they have, type such as wavy, straight, curly or thinner and if they like a styled or natural look, Axe then recommends two looks.
Once users select the look they want to try, Axe recommends the product to use to achieve the look, which users can buy online or in store. To purchase, customers select in store or online and which retailer and location.
Beneath that, Axe then walks participants through the steps in how to get their look.
Similarly, Procter & Gamble’s skincare brand Olay joined the onslaught of other beauty brands in leveraging mobile to assist in product recommendations with a new mobile tool.
Announced at Mobile World Congress, Olay launched an online tool for mobile devices in which users can fill out a survey and capture a photo to receive product recommendations. Users can purchase products through the online portal via retailer affiliates (see more).
“We know that our AXE guy trusts influencers as a source of trend and product information,” Mr. Jain said. “This campaign is all about showing guys that great, everyday style can be easily achieved.
“The 30 AXE Hair Creators were not only selected for their great, relatable style and their millions of followers collectively, but because they have unique talents within the areas guys are most passionate about – sports, music, food, gaming, technology, and comedy,” he said. “This is the first-time male influencers from all different walks of life are coming together to inspire guys to start styling.”