Axe Proximity

In the August 2008 issue of GQ, there is an expensive six-page advertising spread for AXE’s new Proximity fragrance line; these ad pages, showing model-actors wearing not only AXE body fragrance but clothes by Dolce & Gabbana, Paul Smith and Tom Ford, are positioned right before a GQ grooming article by Chandler Burr on nice-smelling deodorants called Give Up the Funk.

AXE’s Proximity print ads are aspirational — as in AXE aspires to attract an older, more affluent customer for its $5 body fragrances.levitra online But who in their right mind would think a man wearing a Dolce & Gabbana tuxedo for a night on the town would opt for an AXE Proximity fragrance? Hell, a man wearing that tuxedo could do much better than Dolce & Gabbana’s own fragrances.