The Axe effect viralling the Internet

November 18, 2004
Mumbai

Axe, the modern, iconic, youth Brand, has re-vamped its website “axeffect.com”. The website personifies the brand's attributes namely being cool, fun, innovative, and sexy and in tune with the latest trends around the world. In its bid to constantly evolve and interact with its 60,000-user base, axeffect.com has donned a completely new look feel and content.

The jazzed up axeffect.com is a site, which no youngster can afford to miss. The content of axeffect.com is specially designed to take a guy from boredom into the land of Axe – The land of seduction. The website has sections on the funkiest grooming trends across the globe which can make a man cool and very very Axey. This website is a youth –centric website rather than being an Axe website.

Keeping our promise of evolving ourselves axeffect.com brings to its users ‘Hot Stuff’, which provides interactive updates on the hottest celebrities. It has also launched ‘Axe great dates’ that enables the users create their ideal mate – virtually. The ideal date would reflect all the attributes of the perfect woman in the users mind. He can choose her hair colour, body type, the clothes she wears. Axe wire is another section, which highlights snippets of interesting axey trivia from around the world.

Club Hop another cool virtual corner on the Axe website, reviews some of the hippest clubs across India. Users from different cities can log on and find out about the raving and much frequented nightspots of their own city. The Photo-gallery is another hotspot in the all- new axeffect.com, which now enables the users to get access to images of all sorts, which they can circulate, set as wallpaper and print them if they wish to.

The Axe website has a customized approach whereby once the user logs on he is greeted by his name and guided on to the various sections in the portal. Every time the users re-visit the site they are entitled to Axe points. The accumulated Axe points act as an incentive for the users as they can redeem their toted –up points at the end of the month at the Axe Store, the all-new redemption counter on the website.

About AXE
AXE is a cool, iconic, youth brand available in more than 60 countries around the world. It was launched in India in 1999 and has already become the largest Male Deodorant in India. Apart from the Deos, Axe also provides a grooming range for the young Indian male, viz. Shaving Foam, After-Shave lotion, and Cologne Talc. The AXE deodorants are available in different fragrances, namely, 'Java', ‘Phoenix’, ‘Voodoo’, Pulse and Dimension.