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Unilever, the parent firm of AXE shower gel, which has been founded in 1930 if a soap opera business and a margarine company merged. Due to their hands on oilseeds, the main ingredient for several soaps and margarines, Unilever was able to penetrate the marketplace for soaps and shower equipment. They've since expanded and now own many popular brands such as AXE, lever2000, Ben and Jerry's, and numerous others. "They are all a part of their 'Unilever armada of brand names'. To guarantee that the brand names do not go undetected, Unilever spends huge amounts of money on marketing and advertising. Advertising has always been a keystone of Unilever's companies" ("Unilever, Overview"). This focus on advertising can be seen throughout the AXE merchandise market, particularly using their shower gels. A product marketplace for shower gels has been developed when dressing product makers responded to costumer's want to decrease the rancid mess left to the shower shelf and introduced a shower gel which was not only easier to use, but also did not fall apart or smudge. Several manufacturers also produced a wide variety of shower gel that cleaned the skin, reduced stress, moisturized the epidermis, enhanced vitality, also catered to more manly tastes. It was to meet an increasing target market of men who were more conscience of the physical look and more inclined to devote money and time on purchasing their own products. The manufacturer has identified the AXE shower gel target market as guys, the majority of whom are at the age range of 17- 35, that wish to feel clean, fresh, and masculine. These are guys who tend to have higher standards for their healthcare products than those who would be satisfied with using traditional soap. This target market anticipates more out of their...