fashion week
Posted by Jennifer Wright on September 16, 2009 03:49 PM
Look out Chanel No. 5: Judging from their efforts at New York Fashion Week, Axe deodorant wants to rebrand itself as the new scent of the fashionable elite. Though, whether fashionistas want to smell like the “Rare Leathers” body spray distributed at the Duckie Brown show remains to be seen.
One gentleman enquired, “Why would I want to smell like a couch?” To be fair, Axe did come in a cute leather bag though, which everyone seemed to appreciate.
It seems a shift away from their last branding attempt, the Axe Lounge in Southhampton (in New York's Hamptons) this past summer. That venue was principally a place for young men to hit on scantily clad women, so it seemed more fitting for Axe’s traditional market. The men they’ll encounter at fashion week come from an entirely different mold. (Some, however, may actually be into leather!)
Still, stranger marketing attempts have been made at Fashion Week – just look at McDonald's McCafe, set up in the Lounge at the Bryant Park tents! – so perhaps Axe isn't off the mark in trying to attract a whole new, more stylishly dressed clientele.
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