Axe aims to spark confidence with Effect collection
Axe is looking to help spark confidence among its consumers.
In order to accomplish that goal, the brand is rolling out a slew of new products, as well as a campaign that highlights how guys can spark attraction anywhere.
New from the brand is Axe Effect, which includes new innovations to the body spray, antiperspirant, deodorant and body wash lines.
Products also contain the brand’s proprietary Dual Action technology, which works to bust odor and features an invigorating fragrance.
Products part of the new launch include:
- 48-hour High-Definition Refreshing Scent Body Sprays, which now features the Dual Action Technology, and fights odor for up 48-hours;
- 12-hour Refreshing Scent Body Wash, which is formulated with plant-based prebiotics, aims to suppress odor-causing bacteria, is dermatologist-tested, free of parabens and looks to deliver 12-hours of a refreshing scent;
- Clear Formula Deodorant Sticks, which are formulated without aluminum or parabens, and come in a clear formula;
- Anti-Sweat Formula Antiperspirant Sticks, which have been formulated with high-definition scent and provide control from wetness and odor for up 48-hours; and
- Body, Hand and Face Bars, which are cleansing soap bars that have been formulated with plant-based cleansers.
“At Axe, we know guys everywhere can relate to the desire to put their best foot forward in the dating game,” Mark Lodwick, Axe brand director said. “The New Axe Effect shows the evolution of our past creative and gives our guys the opportunity to smell good and feel confident so they're ready for all possibilities of attraction.”
Lastly, Axe worked with graffiti artist Ben Tallon to update its packaging for the new product launches and revamps.