Axe, the men’s grooming brand long associated with a heavy fragrance application, is attempting a strategic pivot. The company is launching a global campaign, The History of Overdoing It
, alongside a redesigned spray system aimed at addressing a longstanding critique: overspraying. This isn’t simply a marketing refresh; it represents a fundamental shift in how Axe wants to be perceived, moving away from the “cloud of scent” image it cultivated for decades.
Addressing a History of Excess
For years, Axe built its brand on a bold, often overwhelming, fragrance profile. Ads frequently depicted exaggerated scenarios of attraction fueled by the product’s scent. While successful in capturing market share, particularly among younger demographics, this approach also generated criticism and, a decline in market share. According to data cited by Morning Brew, Axe’s US market share of deodorant sprays fell from 24% in 2020 to 16.3% in 2025. The new campaign directly acknowledges this history, using humor to highlight the pitfalls of excess. One advertisement, set in prehistoric times, depicts a man attempting to impress a woman with a fish – a metaphor for an awkward and overdone approach – before suggesting Axe as a more effective solution, used with moderation.
New Spray Technology: A Lighter Touch
The core of this repositioning lies in a new, proprietary spray technology. Axe claims this innovation delivers a lighter, more controlled application of its fragrance. The technology isn’t just about reducing the amount of product dispensed; it’s also about changing the *way* it’s dispensed. The cans themselves have been redesigned, now weighing 2.9 ounces instead of 4 ounces, while paradoxically containing 10% more sprays. This aims to provide consumers with a better value proposition – more applications from a smaller can – while simultaneously encouraging a more restrained approach to fragrance use. According to reports from Marketing Dive, this addresses a key concern voiced by Axe’s customer base.
The technical details of the new spray system remain somewhat limited in publicly available information. However, the implication is a redesigned nozzle and propellant system that creates a finer mist, allowing for more even and targeted application. This contrasts sharply with the older “bug-bomb” style spray, which often resulted in concentrated bursts of fragrance. The shift suggests a focus on atomization and dispersion, aiming to create a subtle, lingering scent rather than an overpowering initial blast.
Expanding the Fragrance Portfolio
Alongside the technological update and marketing campaign, Axe is also expanding its Fine Fragrance
line with a new scent, Midnight Amber. This move signals an attempt to elevate the brand’s positioning within the premium fragrance segment. By introducing a more sophisticated scent profile, Axe is aiming to attract consumers who are looking for a more nuanced and refined fragrance experience. This isn’t about abandoning its core demographic, but rather about broadening its appeal and demonstrating a commitment to quality and craftsmanship.
A Social-First Campaign
The History of Overdoing It
campaign will be heavily focused on social media platforms, including TikTok, Instagram, Snapchat, YouTube, and streaming services. This social-first
approach, as reported by sources, will involve collaborations with influencers and a series of creative content releases throughout the year. This strategy reflects a recognition that Axe’s target audience spends a significant amount of time on these platforms, and that engaging content is crucial for capturing their attention. The campaign aims to foster a conversation around fragrance etiquette and encourage a more mindful approach to scent application.
The shift represents more than just a product update; it’s a brand reset. Axe is acknowledging its past, addressing consumer feedback, and attempting to redefine its image for a new generation. Whether this repositioning will be successful remains to be seen, but the company is clearly betting that a lighter touch will resonate with consumers who are increasingly valuing authenticity and subtlety. The combination of new technology, a self-aware marketing campaign, and an expanded fragrance portfolio suggests a comprehensive effort to move Axe beyond its reputation for overpowering fragrance and establish it as a more sophisticated and nuanced player in the men’s grooming market.
