Last month, Axe launched a sophisticated new ad campaign called "Susan Glenn" that looked more like the sequel to Ruby Sparks than a commercial for a body spray most commonly found in sweaty Jersey Shore nightclubs and smelly middle school locker rooms.
But now, it looks like Axe is going back to its favored marketing strategy: boobs. Its new spot features a head of hair and a headless pair of breasts who fall in love at the office. Spoiler alert: they end up together, with the rest of their body parts coming along for the ride. "Hair. It's What Girls See First" is the kicker, which we assumed was because studies show that women (or, you know, girls, since most adults don't buy Axe) notice hair before anything else.
Honestly, we weren't all that offended by the ad, because people are attracted to other people's physical attributes when they first meet each other; that's just how it goes. However, when we Googled "Women notice a man's hair first," we didn't find anything substantial. And when we did actually discover a bunch of studies, we discovered that 74% of men notice a woman's hair before her breasts. In fact, 60% of men surveyed specifically said that "they would rather date a woman with great hair than a woman with big breasts."
We're onto you, Axe. Let's call a disembodied boob a disembodied boob.