Axe, which positions itself as a modern and youth brand, has revamped its website www.axeffect.com. The website aims at personifying the brand’s attributes of being cool, fun, innovative and in tune with the latest trends around the world. In its bid to constantly evolve and interact with its 60,000-user base, the site has donned a completely new look feel and content.
Keeping the youth in mind, the website has sections on the grooming trends from across the globe. This website is more youth-centric rather than being an Axe website.
It has also launched 'Axe great dates' that enables the users create their ideal mate - virtually. The ideal date would reflect all the attributes of the perfect woman in the users mind. He can now choose her hair colour, body type, the clothes she wears. Axe wire is another section, which highlights snippets of interesting Axe trivia from around the world.
Club Hop, another cool virtual corner on the Axe website, reviews some of the hippest clubs across India. Users from different cities can log on and find out about the raving and much frequented nightspots of their own city. The Photo-gallery is another hotspot in the all- new site, which now enables the users to get access to images of all sorts, which they can circulate, set as wallpaper and print them if they wish to.
The Axe website has a customised approach whereby once the user logs on he is greeted by his name and guided on to the various sections in the portal. Every time the users re-visit the site they are entitled to Axe points. The accumulated Axe points act as an incentive for the users as they can redeem their toted-up points at the end of the month at the Axe Store, the all-new redemption counter on the website.