Axe launches campaign, upgrade tech to curb overuse

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Unilever-owned Axe is tackling one of the most storied aspects of its brand identity — the tendency for users, particularly younger men, to drench themselves in its body spray — by rolling out a fresh campaign paired with upgraded product technology. The newest effort, titled “The History of Overdoing It,” places a humorous lens on overapplication, featuring a droll, academic-style narrator who recounts exaggerated moments of “overdoing” throughout human history and relating them back to how fragrance is applied. 

In one spot, a prehistoric man brings a fish to impress a romantic interest — a gag rooted in a modern dating trope — only to redeem himself with a subtler spritz of Axe. This creative direction blends whimsy with cultural commentary, using humor to shift perceptions about intensity in scent. Axe hopes this comedic framing resonates with its target audience and reframes a long-held cultural joke about the brand’s “cloud” of fragrance.

“Axe has always been part of the cultural conversation around guys doing too much — and for years, that included how our body spray was used,” said Dolores Assalini, head of Axe U.S., in a statement. “By listening to real consumer pain points and reinventing our spray technology to be lighter, more controlled and longer-lasting, we’ve turned overspraying into something that finally belongs in the history books.”

Beyond the campaign’s storytelling, Axe is introducing new proprietary spray technology designed to deliver a more precise application that feels lighter on the skin. Packaging changes underscore the messaging that the product “Sprays Lighter. Lasts Longer,” and in fact the updated cans promise about 10 % more sprays — an implicit value message for consumers. Alongside the tech improvements, Axe is also expanding its Fine Fragrance Collection with a new scent called Midnight Amber.  

Axe’s head of U.S. operations explained that the brand wanted to acknowledge consumer experiences and “reinvent” how its product feels and behaves, transforming a legacy trait — overspraying — into a strength by leaning into honest, humorous communication and genuine product innovation. The campaign also aligns with broader shifts in Axe’s marketing strategy, including a heightened focus on humor and organic social content that appeals to Gen Z media habits.