Though only 17% of men actually use body spray — most often in lieu of actually showering — Axe is by far the most popular choice, with a 74% share of the market; the majority of men prefer after shave (65%) or cologne (62%). On the other hand, 47% of women use body spray as compared to body lotion (59%), eau de parfum (43%) and eau de toilette (34%), so I guess it makes scents (*rimshot*) for Axe to target the fairer sex. However, can Axe appeal to women as it has so successfully appealed to men since 2002?

In the advertising campaign for Anachy, Axe attempts to level the playing field. As David Kolbusz, creative director of London-based ad agency Bartle Bogle Hegarty explains: “Before, an Axe commercial was always about a guy spraying himself and a girl being attracted, and Axe giving him an edge in the mating game, whereas now women also have something to spray on themselves, and consequently there’s more of an equilibrium between the sexes.”

Meanwhile, welcome to the 20th century, Axe.

As part of this new advertising strategy, there’s also more of an equilibrium between “the sexy.” According to Kolbusz, “Girls in Axe advertising will always be a little better-looking than the guys” but in the Anarchy ads the attractive gap is tightened “without the average guy feeling threatened.”

The latest commercial:

Axe is also introducing an interactive graphic novel through its Facebook where users can suggest plot twists and even be drawn into the action:

Marketing aside, the real question remains, will a girl really want to wear a scent traditionally associate with Guidos and pedos? That, of course, depends on what Anarchy smells like — thus Anarchy “for her”  is only being offered in a limited edition, with the possibility of permanence depending on sales.

However, sales among women might not be Axe’s biggest concern. David Vinjamuri, an adjunct professor of marketing at New York University made this astute observation:“The moment you start talking to girls, you lose credibility with teenage boys.” It’s nice to know that advertising is just like puberty…only more awkward. [NYT]

When the ten day long auction launches, bidders can win one of eight amazing prize packages that range from a head to toe Dolce & Gabbana style consultation and outfit to a dinner for two and roundtrip airfare to Italy to a full Superbowl 2012 package.  Visit gq.com, justkeeplivin.org, or dolcegabbana.com/dg/perfumes for more information.

The fragrance itself, described as “the ultimate connoisseur’s scent”, was a concoction of pepper, grapefruit, lavender, vanilla, and patchouli (aka light, cool, and a little intimidating).  Former NY Times Scent Editor Chandler Burr walked us through each individual scent in a fun and compelling sniff class that broke it all down.

Who is this man exactly?  GQ Style Correspondent Brett Fahlgren told us that the character behind the scent was “a contemporary charmer, with a spirit of masculinity– a man who is courteous, refined, and cultivated” while the designers Domenico Dolce and Stefano Gabbana remarked “he is worldly, successful, impeccable, but also boasts something else such as an innate elegance that distinguishes him from the rest”.

More exciting news at the event was the launch of Dolce & Gabbana’s new iPhone app, “Rules for the Modern Gentlman” which was written by Dylan Jones, editor of GQ UK.  The app was designed to cover tips on etiquette (like asking a girl on a date properly), style & grooming (like how to match your patterns), and quick solutions for gentlemanly predicaments (sort of like the how to eat a pork loin off a rib without disturbing the passed appetizers peace).  Domenico Dolce and Stefano Gabbana told us, “The application is a perfect reflection of the scenarios that the Dolce&Gabbana man may find himself encountering; as a modern gentleman he can approach each situation with a sense of poise and confidence that distinguishes him from the rest.”

When looking for the campaign’s face, naturally, the brand turned to Hollywood ladies man: Matthew McConaughey.  The campaign video showed off McConaughey, the one gentleman himself, the morning after an epic celebration (very a la How To Lose A Guy In Ten Days). Still tuxedo clad, he strolls through the party ballroom doing exactly what we would all do after a grand night at a ball, staring into a beach sunset.  How dapper. We recommend the scent for the young and elegant set, the gentlemen of our generation.

Become a FashionIndie.com contributor. Subscribe to Envy.

Bon vivant extraordinaire Jean Paul Gaultier will soon launch a new fragrance for men called Le Male Terrible. A revamp of Le Male, the cologne that first propelled itself to the forefront of every sailors we dream in 1995, Le MaleTerrible is the creation of perfumer Aurelien Gurichard. What we’re not seeing with this badassier (note the razor pendant) grapefruit, pink pepper and amber scented blend is the additional Le Male USB Key that came with last year’s fragrance. The key was situated atop the neck of a turquoise torso modeled after the iconic bottle and apparently emitted the cologne’s scent ever so subtly. Two things I have to say about this. First, why position it at the neck? I’d be completely on board with this slightly superfluous gizmo if the plug were jutting out from the blue man’s nether regions. Secondly, and this is a question really? How many people sit close enough to their USB’s that they’re within smell shot? Perhaps, Gaultier saw the error of his ways this time around as the USB key seems not to be making a comeback. Instead, if you purchase from the website, you can personalize your bottle by adding your name. If the example on the site is any indication, tramp stampin that shiz is where it’s at.

LINK LOVE:Jean Paul Gaultier’s Le Male Takes Hardcore to The Limit

LINK LOVE: Selectism

Is it just me or does Hayden look like a creepy old dude who can’t act in this?

Via Just Jared

SOURCE: Livejournal