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.
