Thursday, 19 September 2013

Unilever's AXE Is Axing Itself Hard!

That's Not Cool
I can't help it but to story you this agonizing act from Unilever's AXE. But before that, let me tell you what made me 'like' AXE Malaysia's page first and foremost. Well, AXE Malaysia had a contest to search for the next Malaysian astronaut and a Malaysian Indian lady was among the top 5 selected to contest for the final round. When I got to know about this, I was so excited and I told my mom and we were showing our support to the girl by voting for her every hour. The contest is now over and the official winner will be announced coming 24th. I spread the news to some of my friends on Facebook and guess what, not many actually replied or showed support. This is pretty much why I feel like not having Facebook because people are there just to stalk you and gossip behind your back but acts like they never knew you when you approach them on FB. Okay, let's just stop ranting about social media, which is not very social actually.

AXE is a brand by Unilever for men's hair care and body products. My question is, what are those women doing on AXE's advertisement when it is a product meant men. Of course they have one or two products for women too, but when it comes to men body spray, are we supposed to see men in the advertisement, aren't we? AXE has been using women, or I will say, exploiting women to promote their product and this has caused an uproar among the AXE Malaysia's Facebook page because we anticipating updates about the competition and all we get is their sexist,cheap promotional methods on Facebook page. I was one of the first ones to spark a debate about this on their page (hahaha :P). I saw many comments following that trashing AXE Malaysia. If you need to know what I'm talking about exactly, you need to go their page via this link and see for yourself.

Is That Picture Necessary?
By having videos and pictures like that, it simply sends a message that men has no brains and nothing much to attract women, so use good fragrances like this to get ladies. It doesn't matter how bad you smell from within, all you have to make sure is to smell good with AXE.
It also sends a message that indicates women are cheap and can be attracted with good fragrances. Watch this video.





Reaction From Potential Customers
What they expect out of their 'sexy' advert - Men and women going crazy about their products and keep giving them business. What is actually happening - They are losing more and more customers and probably because of people like me who is contributing to their loss, it will be even worse because due to the competition, many people all around the world are watching this page closely and their promotional method is suicidal now. People would be attracted to products and companies that have value and do good. Of course, in the business world, nothing is transparent but avoiding efforts to objectify women will save them in the long run.

Now, on the other hand, I think women who model for this product knowing that they are being objectified, are just plain dumb and have no social responsibilities at all. What are those employees for Unilever doing? Well, it is so sad to think we have to forgo social responsibilities at work because we are there just to earn money for living and not to argue for our values that we uphold.

I'm not saying women should be covered all the time or should not be given the choice to dress up. Bikini and modesty has very little correlation because we won't be able to change a man's mind to respect women just by changing our clothes. No, it is not that simple. Bikini is just a swimwear. You wear nightgown when you at bed and you do not roam around the city with that because that would be inappropriate. One should know his or her limits and behave accordingly. You will just know if what you are wearing is appropriate or not. What has to be changed is not bikinis but misusing them for advertisement purpose in a way that causes harm for women. Of course, for lingerie advertisements it will be fine.

Last but not least, if I ever have a boyfriend using AXE, I would be 'welcoming' him home with an axe. With that being said, ladies, you know what to do now ;)

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