Friday, December 11, 2009

It's Axe for the Vampire Set

No matter the fragrance for men, the goal is to show how it turns the wearer into an irresistible sex god. In this case, Yves Saint Laurent eschews the time-tested "Frat Boy Gets Mauled by Trio of Beauties" template and aspires to the more nuanced "Vampire Threesome" model. And at 43 bucks for 1.3 oz., this stuff is out of Axe Boy's league. And Axe Boy doesn't speak French. Neither do I, but the name translates as "The Night of the Man." So all you dudes who have "Twilight" loving women, guess what you get this Season?

To drive home the mystery, some copy was "crafted," and instead of the Axe-styled message that says basically, "Spray it on, get laid," the YSL writers say,

The new fragrance for men by Yves Saint Laurent is a story of seduction, intensity and bold sensuality. A structure of contrasting forces. A seduction that lies half-way between restraint and abandon. Bright, masculine freshness combines with sophistication and nonchalance for a deep, mysterious and sensual fragrance.

So in other words, "Spray it on, get laid," in a mature, vampire-fantasy way.

For more on marketing stinky stuff to stupid dudes, see here.

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