Unilever, the parent company of AX shower gel, was founded in 1930 by the merger of a soap company and a margarine company. By controlling oilseeds, the main ingredient in many soaps and margarines, Unilever has managed to penetrate the soap and shower products market. They have since expanded and now own many popular brands such as AX, lever2000, Ben and Jerry's, and many more. “They are all part of the 'Unilever brand army'. To make sure brands don't go unnoticed, Unilever spends large sums of money on marketing and advertising. Advertising has always been a cornerstone of Unilever's business." (“Unilever, Overview”). This focus on advertising is often seen throughout the AX product market, especially with their shower gels. A product market for shower gels developed when grooming product manufacturers responded to customers' desire to reduce the soap mess left on the shower shelf and introduced a shower gel. not only was it easier to use, but it didn't flake or get messy. Several manufacturers have also created a variety of shower gels that cleanse the skin, reduce stress, hydrate the skin, increase energy and satisfy more masculine tastes. This was to cater to a growing target market of men who were more conscious of their physical appearance and more willing to spend time and money purchasing their products. The manufacturer has identified the target market of AX shower gel as men, most of whom are in the age group of 17 to 35 years, who want to feel fresh, clean and masculine. These are men who tend to have higher standards for their personal care products than those who would be content with using traditional soap. This target market expects more from their...... mid-paper...... to men –NYTimes.com." The New York Times - Breaking News, World News & Multimedia. Np, nd Web. October 23, 2011. "OldSpice Channel - Youtube." . October 16th. 2011.