The Key Element of brand growth is the purpose

Victor Hugo, Jr. is the Global Marketing Director of Axe — one of Unilever’s most beloved & bejewelled billion Euro brands. In this interview for LCM, Victor speaks about the importance of purpose as a brand’s competitive edge and shares the journey of Axe as it aims to help men find their magic amidst masculinity’s redefinition in today’s world.


What’s your most vivid memory?

Falling in love. I consider myself to be quite a romantic, a poet. Perhaps by virtue of the name.

If you could change something about yourself, what would it be?

My constant pursuit of perfection.

If you could have any other profession, what would it be?

A children’s swimming instructor. I swam competitively for my country and after that realised the joy of teaching kids in the pool.  It was a fulfilling and enriching experience – which I am reliving again in greater heights as I now teach my children.

Where’s your favourite place?

I’d say home but it’s more than just the place, it’s the company of my wife, my daughter and my son. 

What do you fear most?  

Darkness and negativity in the world.

What do you cherish the most?  

Definitely love, positivity, elation and inspiration.
In marketing, brands that can make you feel these emotions have an edge.

What would you like people to learn from you?

Recognising and internalising that your actions have an impact on the world around you and in the time ahead.

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