This was when the male grooming category hadn’t come of age. Axe was the dominator that played to the whims and fancies of the timid young man, low on confidence. It helped him get the X factor that made him attractive to the opposite sex.
Set Wet Gel and Deo took it notches higher by making the man more than a chick magnet. It sexed up his demeanor. He was slick, assured, poised, and wore the right attitude, making him an irresistible package to women. He didn’t have to go out of his way to charm them. By positioning the brand that made ‘the man very, very sexy’, Set Wet set the world alight. Sales shot up. Men swore by it. A new leader had arrived.