AXE Invites Men to Explore their ‘Bathsculinity’


AXE recently launched a new campaign, which is aimed at redefining what it means to be a man. As part of the campaign, AXE coined and introduced a new word to the English language. The new word is ‘bathsculinity,’ according to the brands, the word means the concept of being confident in yourself inside and outside of the bathroom.

AXE Invites Men to Explore their ‘Bathsculinity’

About AXE’s Bathsculinity Campaign

AXE’s latest Bathsculinity campaign, that was created to redefine what masculinity means was created by the creative agency 72andSunny Amsterdam. According to AXE brand, the campaign was created to reduce the pressure on young men to conform to past concepts masculinity. The bathsculinity campaign aims to encourage men to be themselves and have fun while they are it.

To help drive home the basculinity concept, the grooming brand released a series of short films to their US audience. The campaign borrows the comedic chops of comedian Lil’ Rel Howery, he stars in each short films. In the grooming brand’s tongue-in-cheek ads, we see Lil’ Rel Howery drive the message with his comedic style. As part of the basculinity campaign, AXE will be adding the word basculinity and its definition on Wikipedia and the Urban Dictionary. By doing this the grooming brand is trying to spread the message further while also demonstrating the seriousness of the campaign.


72andSunny Amsterdam Speak on the Bathsculinity Campaign

The creative director of the creative agency in charge of the campaign (72and Sunny Amsterdam) Adam Koppel spoke about the campaign. He talked about the purpose of the whole campaign, he stated that it was created to start a new conversation around masculinity in the 21st century. They want to start a conversation about what it really means to be a man in the 21st century. He talked about how finally stereotypes are being recognized for what they are. He also talked about how men are now being encouraged to express themselves more freely and to look after themselves.

This is not the first time the Unilever-owned brand has to redefine masculinity with its commercials. In 2016, the brand also redefines masculinity and celebrated individuality by launching a global campaign titled ‘Find Your Magic.’


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