Marketing
From 2003, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising in the UK for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix, and in 2007, Vice was marketed on a theme of making "nice" women become "naughty". Dating coach Josh Pellicer (The Tao Of Badass) served as a consultant for the advertisements.
Read more about this topic: Axe (brand)