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. Interestingly, among Burr’s deodorant picks (Mark Birley, $29, HM by Hanae Mori, $20, Tokyo by Kenzo, $18) is a plug for AXE Dry Sharp Focus — $5.
AXE’s Proximity print ads are aspirational — as in AXE aspires to attract an older, more affluent customer for its $5 body fragrances. 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. But I’m here to try what scents come my way, be they $5, $50 or $150…