strong enough to keep You fresh
light enough to move you closer
Chosen by moms,
loved by guys
Chosen by moms,
loved by guys
Skin
friendly
Skin
friendly
Nature inspired
fragrances
Nature inspired
fragrances
Fresh
artworks
Fresh
artworks
Chosen by moms,
loved by guys
What moms want?
Feel that core fragrances are too
overpowering and
strong
Wants safe and appealing
products for her son
Needs a brand that is subtle,
effective, age-appropriate for
her son & that her son
likes
What guys want?
A cool brand
On-trend fragrances
Effective at
preventing odor so they
can feel fresh,
confident,
and attractive all day
It is Critical to deliver on the top drivers:
fresh scent, confidence and premium,
in order to drive value
perception and win in the us
Driver reach % of respondents*
Subtle/fresh scent
Confidence
Premium
Affordable
Brand credibility
Usage experience
Efficiency
Skin friendly
No marks/residues
Use all over
Packaging
Strong Scent
Responsible brand
*Chart represents % of consumers for whom << driver >> is critical/majorly important
IN A WORLD OF OVERPOWERING
FRAGRANCES & LOUD STYLE,
SOMETIMES THE BIGGEST STATEMENT
YOU CAN MAKE IS AN UNDERSTATEMENT
THE PUREST, MOST NATURAL ESSENTIAL OILS EXTRACTED
TO GIVE YOU AXE’S MOST REFINED, SUBTLE FRAGRANCE
MORE SUBTLE.
MORE YOU.
0%
ALUMIIUM
0%
parabens
Skin friendly
Infused with essential oils
Skin friendly, mild on skin
Dermatologist tested
48H fresh
Contains Glycerine
known for skin care &
moisturization
Skin friendly,
mild on skin
Dermatologist
tested
Infused with
essential oils
Formulated
without :
ALUMINUM
PARABENS
DYES
48H fresh
New Deodorant formula
Nature inspired fragrances
Inspired by the natural
trend, using a jungle
Bamboo accord on an Herb
de Provence heart and a
moist foresty woodiness
Orange
Grapefruit
Bergamot
Green melon
Dewy
Green apple skin
Blond wood
Vetiver
Guava
Mandarine
Watermint
Cinnamon
Thai basil
Coriander
Cedarwood
Amberwood
Cypress
Musk
Granny smith
apple
Dior Homme Sport
inspiration. Sparkling citrus
top notes on a heart of
simmering aromatics of
cardamom and Artemisia,
with a white vetiver and
amber wood background
Fresh artworks
WILD
BAMBOO
COOL
OCEAN
