(Brand names which Unilever tested and rejected before settling on "Axe" include "Gat" and "Shiv.")
Violence as a selling tool is a pretty blunt instrument, and so for men predictably effective. Axe has a style of deodorant called "Anarchy," which I guess is for when civilization as we know it crumbles but you still want to smell nice.
A brand called "Every Man Jack" brings to mind hand to hand combat on the deck of a rough ship, but its body wash's masculine message is somewhat undercut by the ingredient list, which includes "coconut-derived surfactants."
DIAL has a men's body wash called "Full Force," with actual molded plastic hand grips on the bottle, which sent me into such a macho mindspace that when I read the directions ("Lather up") I thought they said "Leather up," which would not be a bad brand name either. It could compete with Old Spice's "Swagger" and "Danger Zone."
I never considered the arm pit a danger zone, but perhaps the Israelis have figured out a way to kill with it, and have passed their secrets on to Procter & Gamble.
Degree has an "Adrenaline series" of products, because hey, nothing gets a man's blood pumping like caulking his pits.
Speed Stick (a brand whose antiquated racing reference borders on charming) has a deodorant called "Energy Surge," which inexplicably contains no caffeine, but perhaps its C12-15 alkyl benzoate really gets you going.
Dove, as you might expect given its pacifist symbolism, attempts to compete with the bruisers above with a deodorant called vaguely, "Aqua Impact." Perhaps a little less olive branch and a little more market research, people.
A fluffy body scrubber cannot be called that in the men's aisle. There it is touted as (I kid you not) a "shower tool" or, in a nod to the manly automotive world, a "detailer."
I have never seen tweezers sold in the men's aisle, but if they were, I have no doubt one brand would be called "The Extractor."
You want to sell to a man, you have to think like a man. That's what they call a no-brainer.
. . .
