February 1, 2010
Tweens and Axe
In the Styles section, the NY Times ran an article about tween boys and their devotion to Axe body spray that's basically the exact same piece that the Washington Post ran almost 4 years earlier. Both articles are great reads and very funny, but the story has hardly changed over the past few years: boys are becoming self-conscious at younger ages, and 11 year-olds are dousing themselves in $6 bottles of spray perfume in an attempt to copy the older kids and get girls.
A few interesting things both articles point out:
- The companies that produce these popular products insist that their target markets are 18 to 24 year-old men, despite the evidence that a lot of their customers haven't reached puberty yet. The Post suggests that this is because their marketing is so direct in its claims that using Axe (or whatever) will make you irresistible to women, and no one wants to think about a 12 year-old boy getting busy. The Times says Axe marketers are reluctant to talk about their younger fan base publicly because "nothing would make older teenager run from a product faster than for its manufacturers to acknowledge that it's a must-have among the sixth-grade set."
- Young boys appear to interpret Axe's obviously jokey ads, in which guys wearing body spray are swarmed with lust-crazed girls, pretty much literally. A 12 year-old at a suburban Maryland middle school said, "I was watching the commercial, and there was this guy and he was mobbed by a bunch of girls, and I thought, 'Wow, that's tight! ' So I went to CVS and bought it."
- Everybody apart from middle school boys seems to hate it, because boys tend to use it too liberally or as a substitute for bathing: "It's not necessarily a hygiene thing," said Paul Begley, a physical education teacher at Messalonskee Middle School in Oakland, ME. "If they've been sweating, they'll use it as a mask instead of a shower."
And my favorite quote of these articles, from 14 year-old Allison Testamark: "Someone by my locker uses it, but he uses so much that you can taste it in your mouth," she said, scrunching up her nose in disgust.
Also, the author of Queen Bees and Wannabes, Rosalind Wiseman (who has things to say about 12 year-old boys highlighting their hair), has a new book out called Boys, Girls, and Other Hazardous Materials. Tina Fey, who adapted her earlier book for Mean Girls says, "You can't put this book down... or it will talk about you while you're out of the room."
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