A few weeks ago Matt McGorry, actor and male feminist du jour, shared a photo of himself crying. “Who needs bravado when you’ve got vulnerability? Being a ‘real man’ is being true to yourself,” McGorry wrote in the accompanying tweet. Hashtagged #FindYourMagic, McGorry’s tears were manufactured for a new Axe campaign. Axe and its European iteration Lynx are best known for their hyper-masculine ads, crafted to promote scents that were designed to be aggressive, assaulting unsuspecting olfactory nerves with the potent smell of manliness. The Axe brand eventually became somewhat of a punchline, and as such, the company has recently tried to change its image. Their new campaign, titled Find Your Magic, is an eager attempt to shed its reputation as the soap of choice for bros who loved I Hope They Serve Beer in Hell. Instead of lauding hard abs and hot women, Axe’s rebranding attempts to serve up a new kind of masculinity—a kind that prioritizes authentic individuality and expression over overt power and straight seduction. “Who needs a six-pack?” the voiceover in a social media-focused Lynx campaign asks, emphasizing that the new masculinity is better defined by abstract concepts like “protest,” “moves,” and, most importantly, “feeling.” The… Read full this story
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