Axe's "Find Your Magic"

1. Diverse Representation: The campaign features a diverse range of individuals who challenge traditional stereotypes of masculinity. It includes men of various backgrounds, body types, and styles to reflect the idea that there is no one-size-fits-all definition of masculinity.

2. Encouraging Individuality: "Find Your Magic" encourages individuals to embrace their uniqueness and express themselves authentically. It promotes the idea that self-confidence and individuality are attractive qualities.

3. Breaking Stereotypes: The campaign aims to break down traditional gender stereotypes and norms that have often been associated with personal grooming product advertising. It challenges the idea that using grooming products should conform to a particular standard of masculinity.

4. Positive Self-Image: Axe seeks to promote positive self-image and self-acceptance. The message is that feeling good about oneself is a fundamental aspect of attractiveness.

5. Inclusivity: "Find Your Magic" aligns with broader societal movements advocating for greater inclusivity, diversity, and acceptance of different gender identities and expressions.

6. Shift in Brand Image: The campaign represents a shift in Axe's brand image from its earlier "Axe Effect" campaigns, which often featured exaggerated scenarios where men became more attractive to women after using Axe products.

7. Global Appeal: "Find Your Magic" has global appeal, as it speaks to individuals of all backgrounds and orientations who did have felt excluded or misrepresented in traditional grooming product advertising.

8. Social Engagement: The campaign encouraged social media engagement and the sharing of personal stories and expressions of individuality, fostering a sense of community among its audience.

9. Narrative Approach: Instead of focusing solely on the product's benefits, the campaign uses storytelling and narrative to connect with its audience on a deeper level.

10. Long-Term Impact: "Find Your Magic" is seen as a long-term commitment by Axe to redefine its brand and messaging, aligning it with evolving societal values and attitudes.