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The Unilever brand Axe has released a series of online videos giving men something that has previously been almost exclusively the domain of women – hair tutorials. Bartle Bogle Hegarty created the humorous spots, which push Axe’s hair-styling range and build on the "first impressions count" campaign that was launched earlier this year. There are four videos, which will air on TV in France and tell men how to achieve a certain look through a tongue-in-cheek tutorial. The work was created by Matt Fitch, Mark Lewis, Harry Orton and Robin Warman, and directed by Nick Jasenovic through Caviar.