Both Dove and Axe/Lynx brands sell hygiene products for men, such as shampoo, deodorant, body washes and sprays, and shaving gels. Unfortunately the stories they use to market and sell those products are polar opposites of each other.
While the Dove marketing campaigns seem to be challenging traditional gender norms, celebrating diversity, and rebranding beauty as a holistic expression of the true self, Axe and Lynx’s campaigns relish in old school, hegemonic themes of male privilege and entitlement, misogyny, and objectification of women.
Two brands. Two narratives about masculinity. One parent company.
To highlight the discrepancies between the two brands and their campaigns I created this mash-up parody video based on the Dove Men+Care ad with samples of various Axe and Lynx ads mixed in. The video highlights why developing media literacy skills is important not only for yourself, but also for your kids.