Axe is betting Gen Z is ready for a whiff of Y2K
Spray it ain't so: Axe is reviving classic fragrances and winking at the marketing that made it famous.
Axe is reintroducing classic fragrances and embracing Y2K nostalgia to appeal to Generation Z. The brand is reviving old scents like Kilo, Touch, and Anarchy for a limited time, while also implementing a new technology to prevent the overpowering, locker-room-like scent that was previously associated with Axe. This move comes as Gen Z shows a growing interest in Y2K aesthetics and culture.
Axe's parent company, Unilever, is also tapping into this trend by running campaigns inspired by the 2000s. The brand is working with creators who post content reminiscent of the early 2000s, including comedy skits. Axe aims to correct its past approach by offering a more controlled spray, emphasizing that they are not contributing to the issue they are trying to solve.
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