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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 reintroducing classic fragrances like Kilo, Touch, and Anarchy
  • Brand aims to appeal to Gen Z's Y2K nostalgia
  • Unilever runs 2000s-inspired campaigns and collaborates with creators

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