To launch AXE’s range of men’s hair products, we had to let guys know how much bad hair hurts their game. So we put 100 girls in a room to judge guys’ hair. And waited. When guys uploaded a photo to our site, it was immediately sent live to moderators working in 24/7 shifts, who responded not only to the guy’s hair, but to other characteristics like his expression, facial hair and accessories. The guy's photo was then sent back in a personalised, online evaluation from the 100 girls, with a product recommendation to help them get girl approved hair.
To launch AXE’s range of men’s hair products, we had to let guys know how much bad hair hurts their game. So we put 100 girls in a room to judge guys’ hair. And waited. When guys uploaded a photo to our site, it was immediately sent live to moderators working in 24/7 shifts, who responded not only to the guy’s hair, but to other characteristics like his expression, facial hair and accessories. The guy's photo was then sent back in a personalised, online evaluation from the 100 girls, with a product recommendation to help them get girl approved hair.