With unusual fragrances, humour and a strong presence on social media channels, the Axe deodorant brand has scored points with Generation Z, won awards and increased sales. According to Caroline Gregory, Global Brand Director at Axe, part of the concept is to place high-quality fragrances at the centre of the product experience, similar to luxury brands. The upswing began with the launch of the Fine Fragrance Collection. Since its market launch in 2023, the range has contributed to growth worldwide. To attract the attention of young people, the brand relies on humour and entertainment. According to Gregory, 40 per cent of the target audience uses social networks to find funny content. Studies show that 90 per cent are more likely to remember a product if the brand comes across as funny. "We tried to be cool," says Gregory. "Today, it's about reducing the pressure on young people and providing maximum entertainment."

Catnip for the cat world

A commercial for Lower Body Spray, for example, featuring a basketball player spraying Axe on his shorts, garnered 33 million views in the UK and triggered a threefold increase in sales. In addition, interactive "scratch-and-sniff" posters attracted attention by allowing people to test fragrances outdoors. The catnip-enriched fragrance increased brand interest by 185 per cent, led to a waiting list of customers and won gold and bronze Lions in Cannes. The Axe Catnip fragrance, which contains 50 per cent essential catnip oil, was created by renowned French perfumer Jacob Varela. "The aim was to create a fragrance for young people that also has the added benefit of working on cats," says Gregory.

Gourmand fragrances for emotional closeness

Social media platforms have also contributed significantly to Axe's popularity: The hashtag #SmellLikeASnack has already been viewed more than 69 million times on TikTok. The two new fragrance variants, Black Vanilla and Cherry Spritz, are said to strike a chord with the spirit of the times with their gourmand scents, evoking memories of treats and creating emotional closeness. The "Power of Sweetness" campaign combines Axe's playful, slightly absurd tone with humour. In each commercial, classic "sweet" scenes take an unexpected turn, such as teddy bears or a dog reacting humorously to Axe fragrances. Today, thanks to its data and expertise, the brand can be confident of landing a hit when a new fragrance is launched across the board, according to Gregory.

Source: Unilever