Unilever brand Lynx (aka Axe) is the latest brand to tap into the phenomenon of ASMR, in a series of videos for its Shower & Shave range that teach men how to shave in the shower.

The online tutorials, created by 72andSunny Amsterdam, are called "Lynx Shavetorials," and are fronted by a whispery-voiced host who advises they're aimed at "shave curious" men. Hilariously scripted ("Think of your razor snowboarding around Mount Nipple," he says at one point) they're full of soothing, brain-tingly sounds, from the squirting of the shaving cream to the scrape of the razor. 

The campaign includes four-minute films running on YouTube, directed by Cloe Bailly at Caviar, and shorter 10-second cut downs on Snapchat. The individual films focus on different body parts such as the chest, legs and balls. 

Caroline Gregory, global brand director at Unilever, says in a statement: “Axe wants to inspire shave curious guys with our Shower & Shave foam, to have fun, explore and ultimately push boundaries when it comes to liberating guys to be themselves.That’s why when 72andSunny Amsterdam came up with this series we knew we were on to something great. We’re looking forward to sharing this with the world and hope audiences have as much fun watching these films as we did making them.”

Other brands to have experimented with ASMR include Michelob Ultra, KFC, Dove Chocolate and Swedish beer Norrland Guld Ljus.