Unilever, the parent company of AX shower gel, was founded in 1930 when a soap company and a margarine company merged. With its control over oilseeds, the main ingredient in many soaps and margarines, Unilever was able to enter the market for soaps and shower products. They have since grown and now own many popular brands such as AXE, lever2000, Ben and Jerry's and several others. “They are all part of the “Unilever armada of brands”. To ensure that brands do not go unnoticed, Unilever spends huge amounts of money on marketing and advertising. Advertising has always been the cornerstone of Unilever's business. (“Unilever, Presentation”). This emphasis on advertising is often seen in the AX product market, particularly with their shower gels. A product market for shower gels was developed when grooming product manufacturers responded to customers' desire to reduce soapy messes left on the shower shelf and introduced shower gel. it was not only easier to use, but it didn't flake or smudge either. Several manufacturers have also created a variety of shower gels that cleanse the skin, reduce stress, hydrate the skin, boost energy and cater to more masculine tastes. The goal was to satisfy a growing target market of men who were more conscious of their physical appearance and more willing to spend time and money purchasing their own products. The manufacturer has identified the target market for AX shower gel as men, the majority of whom are men. in the age group of 17 to 35, who want to feel fresh, clean and masculine. These are men who tend to have higher standards when it comes to personal care products than those who would just use traditional soap. This target market expects more from their... middle of paper ... towards men - NYTimes.com. " The New York Times - Breaking News, World News & Multimedia. Np, nd Web. October 23, 2011. "OldSpice's Channel - Youtube Np, February 4, 2010. Web September 28, 2011. Proctor and Gamble "Gillette Fresh + Clean Body Wash. " .."Unilever: Presentation." Homepage: Corporate Watch Latest News, nd Web. .."Unilever's AX reveals the effectiveness of "Flash" advertising for iPhone, November 2, 2009. October 16. 2011.