No, we aren’t trolling. Microsoft and the parent company of Axe are teaming up for a brand new marketing push with Xbox from Lynx.
When it comes to gaming-focused brands and hygiene products, I do get taken back by the idea of consumeristic idealisms that some manufacturers actually have, how rare they actually work, and whether or not they can actually work. One of them that caught me off guard was a deodorant stick I’d requested from the ladies at Corsair at QuakeCon 2017.
While I was far as repugnant as possible, it got me to thinking, what if brands actually had a purpose during a convention? After all, the Corsair deodorant (you can see the picture down below, I still use my stick, it’s actually not as off-putting as one would assume it to be) came in use. I used it after walking 10+ miles a day between my hotel room down the street from the Gaylord Texan, press briefings, and interviews I’d scheduled throughout the course of the weekend.
Now, there are weird trends and then there’s just – as I like to say – the “what… in the…?” kind of moments. This one has taken that cake as Microsoft has revealed their own brand of toiletries including deodorant, body spray, and even a shower gel headed our way. Unilever, Axe’s parent company, has teamed up with the Xbox branch of Microsoft in order to make this happen and will see the products released in both Australia and New Zealand this July, under the name of Lynx.
As one might assume, it still does carry on both of traditional marketing schemes of Axe soaps, but with the added Xbox logo on the products with the quote “Lift Your Game.” While the idea of men doused in Axe to the point they smelt they bathed it is one thing, I’m not sure how I feel about an Xbox brand, but for whatever purpose, this is a thing and it’s actually coming rather soon to those two aforementioned countries, and who knows about the rest of us – if that’ll ever happen.
But if some dude has drenched themselves in the stuff, what can you expect it to smell like, aside from the assumable “bathed in Axe” approach? Well, here’s what it’s described to be like, “Lynx Xbox is a fresh scent of pulsing green citrus, featuring top notes of kaffir lime and winter lemon, aromatic herbal middle notes of mint and sage, and woody bottom notes of patchouli and clearwood.”
According to the listings, it will also contain a variety of “natural essential oils.” Well, there’s the good news at least. According to Xbox’s Business Lead for Australia and New Zealand, Tania Chee, this marketing push was made to celebrate fans of the Xbox brand.
For whatever it is worth, I hope that it actually picks-up a trend and that people actually enjoy what Microsoft has to offer. For what it’s worth, this isn’t the first time companies have done this kind of marketing and it doesn’t seem like it’ll be the last. I just wish Corsair would actually make more of their deodorant. It’s actually pretty good and works just as intended.
About the Writer(s):
Dustin is our native console gamer, PlayStation and Nintendo reviewer who has an appetite for anything that crosses the borders from across the big pond. His interest in JRPG’s, Anime, Handheld Gaming, and Pizza is insatiable. His elitist attitude gives him direction, want, and a need for the hardest difficulties in games, which is fun to watch, and hilarity at its finest. You can find him over on Twitter or Facebook.