Watch: Axe ad tells men it’s OK to wear makeup, destroys ‘toxic’ masculinity

Watch: Axe ad tells men it’s OK to wear makeup, destroys ‘toxic’ masculinity
Axe's latest initiative challenges men to avoid confirming to "toxic masculinity." (Image source: YouTube screenshot)

Men’s brand of personal care products, Axe, released a controversial advertisement campaign highlighting questions that they claim many men privately struggle with.

The video, which was released Wednesday, is titled “Is It OK For Guys?” and features questions that they feel men don’t often ask, but claim to struggle with behind closed doors.

The video opens with the statistic, “72% of guys have been told how a real man should behave.”

Some of the questions that men claim to have wanted to ask include, “Is it OK to not like sports?”, “[Is it OK] to experiment with other guys?”, “Is it OK for guys to be nervous?” and “Is it OK for me to be the little spoon?”

“These are real questions guys are searching every day,” the commercial states, and cites internet searches presumably done by men.

The mission of the “Is It OK For Guys” initiative reads:

“Young guys live in a world filled with labels and limits. In fact, over 70% of them have been told that a real man should behave a certain way. Pressure that ultimately makes bullying, depression and suicide so common among men.

#isitokforguys kicks off the AXE mission to expose the pressure guys feel to ‘be a man’ and empower them to be whoever they damn well want. Together with our partners, we want to fight those limitations and create a society where there is no wrong way to be a man. No labels. No limits on what men can or cannot be.

“Toxic masculinity” is defined by “The Good Men Project” as:

” … A narrow and repressive description of manhood, designating manhood as defined by violence, sex, status and aggression. It’s the cultural ideal of manliness, where strength is everything while emotions are a weakness; where sex and brutality are yardsticks by which men are measured, while supposedly ‘feminine’ traits — which can range from emotional vulnerability to simply not being hypersexual — are the means by which your status as ‘man’ can be taken away.”

See the advertisement in the video below.

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