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Get guys to choose, use and buy Axe hair products and help them to get the best results

Earlier this year BBH launched a campaign to promote the updated AXE hair styling range. The creative idea, ‘First Impressions Count’, highlighted the importance of well styled hair when meeting that special someone for the first time.

After encouraging guys to buy the hair styling range, AXE is now launching a campaign to help guys get the best results from the products. The Hair Tutorials aim to educate guys who think hair tutorials are just for girls. The four comedic films demonstrate how to achieve the messy, spiked, clean and natural look - in typical AXE style, of course.

The films will run on the global AXE YouTube channel, and are airing on TV in France from next week.

David Kolbusz, Deputy Executive Creative Director at BBH London said: “A lot of body care tutorials are pretty dry and functional. We wanted to create something with a bit more life to it - educating and entertaining at the same time - thus definitively proving that learning CAN be fun!”