AXE: Defining Epic Freshness

Freshness is intrinsically linked to confidence, and long lasting fragrance is essential for core AXE consumers. With freshness identified as the current number 1 growth benefit within the category, there is a big opportunity for AXE to redefine its freshness proposition, bringing it into line with the recently updated visual identity. Featuring a boldly masculine fragrance with notes of Grapefruit, Jasmine and Oakmoss, the new range design combines vibrant colours and street art inspired ingredient references to deliver vibrancy and energy. The new visual identity epitomises zesty freshness, and exudes the confidence associated with the core range benefit to deliver distinction and standout at shelf, whilst being unmistakably AXE.