AXE says it intends to be a champion of self-expression, showing guys there isn't any "one way to be a man." The brand's "Find Your Magic" point-of-view promotes the belief that self-expression is key to confidence.
The initiative kicks off with a new film that shows some of the search terms guys have asked on Google, including "is it ok for guys to be emotional" or "wear pink." AXE is also collaborating with influencers to address these topics.
AXE has also partnered with three non-profit organizations – Promundo, The Representation Project and Ditch the Label – to dive deeper into the causes and effects of the issue, drive wider awareness among both men and women, and help provide young guys with tools to be their most authentic selves.
See the video here.