ABOUT

Created with 72andSunny Amsterdam, ‘Find Your Magic’ is a radical departure for the brand, which sees them celebrating individuality, to liberate guys from masculine stereotypes and empower them to be the most attractive men they can be – themselves.

Research carried out by AXE last year showed that that despite social progress, men still feel overwhelming pressure to conform to masculine ideals — and that male confidence is shockingly low.

Find Your Magic is AXE’s response – a celebration of individuality, to give men the tools and inspiration they need to work on their original style. Kicking off in the US on 18 January 2016, the global ‘Find your Magic’ campaign will be a massive multimedia initiative, spanning from TV, print, and outdoor to a series of original short-form mobile and online tutorials. Niftily titled Instagroom videos – they instantly answer the real grooming questions guys ask Google, from how to style a mohawk to getting your tie just right.