Unilever Recognizes Changes In Modern Men's Concept Of Masculinity

Unilever adjusted its marketing efforts aimed at men, recognizing the changes in men’s interest in personal grooming and personal style, according to the company’s senior director of brand development for men’s grooming, Matthew McCarthy. For example, Unilever’s Dove Men+Care brand chose to feature real fathers in online marketing content highlighting moments of fatherhood often ignored by others. Also, the company launched the #RealDadMoments social media campaign to highlight changes in modern masculinity. To reach male consumers, AXE employs social media, with particular focus on the mobile platform. McCarthy cited AXE’s launch of an omnichannel campaign in 2015 to highlight its grooming and style credentials among men, change band perception, and reach an older, more discerning user base.