After years of targeted ads featuring hygiene products for women- shampoo, deodorant, skin products, etc.- finally the male side of the market is getting some attention. And we're not talking Old Spice, Brute, or Aque Velva....we're talking Axe.

First to market with a a sultry message for men, Axe's ads grabbed attention. "It's how dirty boys get clean." Yeah, right. Inevitably, a number two soon popped into the picture. Welcome, Tag.

Here's what's interesting. Axe is obviously the first and the original. Tag is clearly a copy-cat. They copied the color of the bottle, the tone and mood of the ads, the attitude, the style of the product names, and even the message. Basically, the team at Tag simply upped the ante on the sexiness. And that's all.

In a great example of "step to the side" tactics, Axe followed up by changing the shape of their packaging, by adding in more curves (what else?). And now, more recently, they've begun to change and alter their color scheme as well...moving away from the blacks to silvers and a more polished look.

Good call. This is what a true original does. Start by being first. When someone copies you, change up your style so that you remain new, fresh, unique, and exciting...always be first, always be true, always be authentic.