Are male grooming brands moving away from gender stereotypes?

Recent campaigns by mainstream brands are attempting to redefine masculinity

Male stereotypes have recently been turned on their head by a string of digital campaigns from mainstream brands. Dove Men+ Care took a look at athletes off the pitch, showing their emotional rather than physical strength by helping out in their communities or taking care of their family. AXE, meanwhile, has been encouraging consumers to “find their magic” and learn to embrace their quirks, instead of striving for an outdated ideal.

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