Axe is winning over Gen Z with the new AXE Fine Fragrance Collection and a new campaign starring Lil Baby. The campaign depicts the artist as a fragrance counter representative who mesmerized mall-goers with the power of scent. As a whole, the campaign is helping the brand to usher in a new era with “fresh symbols of luxury,” as described by Mik Manulik, creative director at The Martin Agency.
This new collection of fine fragrances speaks to Gen Z with deodorizing body sprays that neutralize odors and offer the allure of fine fragrances with sophisticated notes of cedar, patchouli, mint, amber, sage and juniper. In fact, the brand conducted a blind survey and found that “70% of guys said they’d replace their fine fragrance with their favorite scent from the AXE Fine Fragrance Collection.”
