Axe is shifting its image from the body spray once associated with teenage boys who tried a little too hard to appeal to females to a more grown up line of grooming products. The Axe White Label line comes in dry spray antiperspirant deodorant, antiperspirant solid deodorant, shampoo and conditioner, bodywash, and style cream. And while the message their sending isn’t quite as over-the-top as some of their previous ads, it still has the tongue in cheek fun. Yeah, that guy just jumped off a cliff to grab a woman’s hat and now he’s gotta clean up a little.
Reviews for the body wash have been incredibly positive with fans saying it’s “soft and light and doesn’t dry your skin out.” It’s incredibly fragrant, but not overwhelmingly so.
Axe’s new line of products seem less about projecting an image of chick magnet and more about offering a quality and affordable product that appeals to the sophisticated man. So far, it looks like the shift is working in their favor.