AXE has launched a new campaign, which encourages men to embrace their uniqueness because that’s what makes them the most attractive. AXE is now trying to break down the outdated idea of “masculinity” and inspire guys to just be themselves. Break down stereotypes. Express yourself. Just be you. And with this, Axe encourages everyone to ‘Find Your Magic’
To celebrate this shift, AXE hosted a party down in Soho on January 13, 2016. Guests entered a somewhat small room where they could grab an assortment of simple drinks from the bar. But upon entering the party each guest was given a card that was said to hold relevancy later on in the night. And so once all the guests arrived, they were sent off upstairs in groups of ten based on what kind of card they were given. When our group was called, we went upstairs to the second floor of the building. This floor had a grand pool and a runway floating on the pool. Once our group settled in, we were greeted by drag queen Lili Whiteass. Lili was a big character, being sarcastic and a little over the top which helped guests get into the party vibe.
Once Lili gave a little speech about what was going to happen, guests went upstairs to the 3rd floor where the real party was. The room itself was decorated like an old school mansion. There was live music and a bar and guests were treated to some tasty signature cocktails and hors d’oeuvres. Some of our favorites were the salmon crudo which had bright, vibrant flavors, and was a good pairing to the Sauvignon Blanc that we were enjoying. Another tasty bite was their tender loin lettuce wrap. The tender loin was so juicy and savory and the lettuce wrap gave it a good crunch to change up the textures which is something we really liked. And one of the cocktails that we really enjoyed was this fig and whiskey drink. The fig added a little sweetness to the drink which was a good addition to the natural flavor that whiskey had.
Guests had the opportunity to go and see three people that really exemplify the ‘Find Your Magic’ mantra. The first person was Amy Komorowski who is a hair stylist for some of the biggest names in Hollywood. Guests could sit with her and she would give each guy a small hair makeover that accentuates what their personal style is. Guests could also visit Ben Venom, a quilt maker and a well-known artist. When visiting his room, guests could witness his process for making quilts. The last person that guests could visit was photographer, Lee Cherry. Here, Lee helped guests enjoy themselves and capture that enjoyment in one fun picture. Whether it was jumping on a small trampoline by yourself or jumping off a small ledge with your friends, Lee was able to capture everyone’s own personal style in his pictures.
Once guests were settled in, Lili Whiteass came and gave a small speech. Here she described the story of her discovering her drag character and accepting that she wanted to do drag as a career. She gave a warm story of her finding her own magic and the success that came from it. After Lili, the Senior Director of AXE, Matthew McCarthy, came on stage. He talked a lot about masculinity and how there is now a drastic change to what is considered masculine. He said that men don’t want to adhere to what society is telling them is masculine. And with that, AXE is encouraging men of all kinds to love their uniqueness and embrace it. This is a message any person can wholeheartedly stand behind. After his speech, he presented AXE’s new advertisement called “Find Your Magic”
We loved this ad. It showed men of all types embracing themselves and enjoying the things that make them unique.
And after this advertisement, McCarthy welcomed to the stage singer and songwriter John Legend to say a few words. Legend recently partnered with AXE and this party celebrated their partnership. Legend spoke a few words about how he is happy to see AXE embracing this modern idea of masculinity. Also, aspiring creators can now visit AXE.com to submit their music or films for a chance to be mentored by John Legend himself and be featured at an event during the SxSW in Austin TX or at the Toronto International Film Festival happening this year.
After the speeches, dessert was served. What was “cool” about these desserts was that they were liquid nitrogen sweets. They had desserts ranging from caramel corn with cajeta mousse and salted popcorn to toasted marshmallow with a chocolate brownie that was dipped in liquid nitrogen.
All in all, the party was a grand event. AXE was able to show an awesome new side to their brand and set off this New Year with a bang.
The new AXE Advanced Collection features a more premium range of products that will be sure to help men express their own style and look. The collection has three parts to it: Adrenaline, Urban, and Signature. AXE Adrenaline energizes your senses and conquers what comes your way. It helps you stay active and be on top of your game. AXE Urban allows you to take the edge off and not worry about sweating while you’re having a good time. And AXE Signature will help you look sharp and keep your look on point.