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.
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 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).
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.
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.