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Tag:

axe

Fashion & BeautyFeaturedLifestyleThe LatestTikTok

Axe’s New Guerrilla Marketing Turns Heads

by Ishan Wankavala March 1, 2023
written by Ishan Wankavala

Entrance

Stepping into the venue, I was blown away by the charismatic and indulgent atmosphere that enveloped me. Hazy fog swam in the air, and jets of neon lasers flashed through the dark rooms, illuminated only by those striking blues and purples. All I had known from the invite that this would be the unveiling of a perfume product from a secret new brand, and dozens of high-end perfumers spun through my mind as I took in the scene. Was this the work of Dior or Versace? Or perhaps it was the tried and true Chanel? I took a wiff at a smelling station, a mysterious box with a button to release the vapors, and wonderful hints of geranium and cedar hit my nosebuds. Excited to unmask this new line of scents, I looked up to read the description—and was shocked to see AXE written in electric blue letters.

Preconceptions vs. Reality

I’m ashamed to say I have always had a tendency to overlook Axe products. I always imagined it the product for pre-pubescent teens in a sweaty locker room. I believed it to be marketed towards kids, due to its punchy and colorful design cues. Now, I was experiencing something different altogether—a refined and crisp adult smell that made me feel like a fashion show in Milan and gave me the confidence of first-class seats. I sampled several others from the new line and was equally impressed by blue lavender and aqua bergamot scents.

A sample of the Blue Lavender scent

What’s furthermore, I came to realize that this was not just a cologne; this new product also retained the deodorant attribute that Axe is known for. All my preconceptions had fizzled by that point: this was something worth paying attention to.

The Event

The event itself was slick and sublime. It truly felt like a modern art exhibit, with brash quotations and vivid imagery projected on the walls. Dj LP Giobbi spun out hit after hit on the booming speakers, with a focus on rapper Lil Baby’s chart-topping hits (Lil Baby was a media collaborator for the launch of Axe’s new products).

DJ LP Giobbi, Courtesy of AXE

Waiters swung around the crowd offering small bites such as ratatouille or tuna rolls, and the bar was stocked with energetic cocktail recipes. Each poured drink came with a brightly lit blue or green faux ice cube, and the room was filled with glowing orbs in the dark as guests sipped from their glasses. It was a surreal moment.

Closing Thoughts

At the end of the night, each guest received a gift box that contained three of Axe’s new body sprays, which was honestly unnecessary because I had already planned to pick a couple up myself from Walmart, a location where they are sold, for my personal use. The low price point also meant that I could have easily purchased several to try various scents out, but sadly that opportunity was lost with this wonderful gift. The most likely outcome, however, is that I will not be able to decide which I prefer, and will continue to buy all of them. They are simply that good, and I implore anyone in the market to enrich their life with new scents to shake things up try them out.

Courtesy of: AXE

March 1, 2023 1 comment
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Fashion & BeautyLifestyleThe Latest

Exclusive: Pedro Rosario Talks His Career as a Celebrity Barber

by Taheem Thompson November 26, 2020
written by Taheem Thompson

Pedro Rosario is a famed celebrity barber who works with many of Hollywood’s hottest stars. We caught up with him to talk about his career and tips on how to keep yourself looking good during winter.

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November 26, 2020 0 comment
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MusicThe Latest

On The Scene With Super Duper Kyle and AXE at WE Day 2019

by Lenique Vincent September 28, 2019
written by Lenique Vincent

Young people from all over NYC, ranging from fourth grade to high school, made the Barclays Center their classroom on Sept. 25th. Instead of school bells and the slams of lockers students listened to advice from NBC The Good Place’s Jameela Jamil, Disney star Skai Jackson, Aquaman’s Amber Heard, and rapper/actor Super Duper Kyle who performed and spoke on behalf of AXE.

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September 28, 2019 0 comment
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MusicThe Latest

Kodie Shane & 070Phi collaborate with AXE x Marvel’s new partnership “The Fresh-Men Mixtape”

by Farah Idrees July 5, 2019
written by Farah Idrees

AXE and Marvel have partnered up to create a new team of characters as part of the new “Fresh-Men” series. Starting July 12th – fans will have online access to watch this 5-part series at AXE.com/Marvel.

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July 5, 2019 0 comment
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MusicNewsThe LatestVideo

Exclusive: Zaytoven Talks ‘A’ And Discovering Emerging Artists with AXEtheLABEL [Video]

by Talia Smith October 22, 2018
written by Talia Smith

Zaytoven has perfectly sculpted the sound of the culture.

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October 22, 2018 0 comment
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MusicThe Latest

Exclusive: Kyle Needs You To Fight Toxic Masculinity [Interview]

by Avani S. Jurakhan October 15, 2018
written by Avani S. Jurakhan

Kyle is a rapper who has consideration and sensitivity in his bones and he’s not afraid to show it.

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October 15, 2018 0 comment
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MusicThe Latest

Exclusive: Danny Ocean Talks AXE Gold, A Billion YouTube Views & Not Being A Crossover Artist

by Bianca Alysse July 19, 2018
written by Bianca Alysse

AXE’s Gold campaign put Venezuelan-born songster Danny Ocean to the test with an intense session of slingshot karaoke, making for an adrenaline-fueled brand introduction.

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July 19, 2018 0 comment
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MusicThe Latest

AXE Pop Up Featuring Lil Yachty

by Nishat Baig April 2, 2018
written by Nishat Baig

Lil Yachty pulled up to Genius HQ last week in sponsorship with Axe to host an intimate concert for fans.

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April 2, 2018 0 comment
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Fashion & BeautyLifestyleThe Latest

Exclusive: We Catch Up With AXE Hair Celebrity Stylist Amy Komorowski

by Benjamin Schmidt September 25, 2017
written by Benjamin Schmidt

What do Adam Driver, Aziz Ansari, and Cameron Dallas all have in common? That’s right, their hairstylist!

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September 25, 2017 0 comment
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AXE "Senior Orientation" Announcement
Fashion & BeautyLifestyleThe Latest

#FINDYOURMAGIC: AXE Launches ‘Senior Orientation’ Program with John Legend

by Benjamin Schmidt August 30, 2017
written by Benjamin Schmidt

The new grassroots approach “Senior Orientation” will land in Columbus, Ohio to show students how to approach masculinity today.

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August 30, 2017 0 comment
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