Cool, adventurous and designed to keep guys a step ahead in the dating game, Axe is one of the most popular male grooming brands in the world.
Unilever’s research and development teams work with a panel of ‘expert noses’ to create Axe products, and come up with fragrances that help men smell and feel their best. But the scents aren’t just developed in the lab. Every aroma is tested on the target audience – real women.
The Axe effect is also creating a buzz in social media. The official Axe Facebook page launched in 2010 and has more than 3.5 million fans, while more than 1.2 million users have viewed Axe’s advertising and video games on the official Axe YouTube channel.
Axe’s award-winning, attention-grabbing ads never fail to push boundaries. They’ve impressed judges at the prestigious Cannes Lions Advertising Awards too – we’ve won more than 10 of the event’s sought-after accolades.