Photo source: Marketing Dive
AXE is addressing one of the most persistent perceptions tied to its body sprays – the tendency of users, particularly younger men, to apply too much fragrance, through a new integrated campaign and updated product design. The initiative introduces redesigned packaging, new spray technology and a creative platform built around humour and cultural self-reflection.
At the centre of the communication is the campaign “The History of Overdoing It,” which uses a mock academic narrator to highlight moments throughout history when men have exaggerated gestures in attempts to impress. One execution places the story in prehistoric times, where a caveman unsuccessfully tries to attract a partner by displaying a fish before a subtle application of AXE reframes the interaction. The scenario also references contemporary dating-culture tropes, such as showcasing fishing photos on social media profiles.
Product innovation supporting the message
Alongside the creative platform, the brand is introducing a proprietary spray system designed to deliver lighter, more controlled fragrance application. The updated technology allows for greater precision while extending product longevity, with the brand indicating users can get roughly 10% more sprays per can.
The packaging redesign and technical update directly reinforce the campaign claim that the spray now “Sprays Lighter. Lasts Longer.” AXE is also expanding its premium Fine Fragrance Collection with a new scent, Midnight Amber.
According to Dolores Assalini, head of AXE U.S., the move reflects long-standing consumer feedback about overly strong fragrance clouds. The brand aims to acknowledge that legacy perception while repositioning itself around a more restrained, contemporary approach to personal scent.
AXE’s shift also aligns with wider changes inside parent company Unilever, whose personal care segment recorded sales growth of 4.7% in 2025. The group has simultaneously undergone organisational adjustments in its marketing leadership as part of ongoing business restructuring.
The campaign forms part of a broader effort to modernise the AXE brand for younger audiences, particularly Gen Z consumers whose preferences increasingly favour authenticity, subtlety and humour in brand communication. The creative strategy emphasises light-hearted storytelling, organic social content and influencer collaborations, reflecting the media habits of an audience that frequently seeks entertainment-driven content online.
By combining humour, product innovation and a more self-aware tone, AXE appears to be attempting a careful reset – maintaining its cultural recognisability while aligning with contemporary expectations around fragrance use, personal expression and understated confidence.
