And then, in 2002, Axe arrived. A body spray meant to split the difference between deodorant and cologne, Axe bulldozed the senses with a fragrance so strong it seemed to precede the bodies it clung to — like Febreze, or a bad reputation. Almost 20 years later, it hasn’t managed to shake its association with the scent of middle school.
Shaun, and below the jump, Tom, for Axe Daily Fragrance. In French.
Axe tries out "a broader vision of masculinity" with their latest ad campaign.* Hat tip to Jessica!
*Quote via Axe ditches ‘The Axe Effect’ and grows up at CreativeReview.
The latest promo from Axe, for their new fragrance, Axe Peace. You can read more about the campaign at Axe, Switching Gears, Strikes a More Earnest Tone at the New York Times.
A Brooklyn prep school was briefly shut down yesterday and eight students were hospitalized after a noxious gas was released into one of the classrooms that later turned out to be Axe body spray.
— Read more at 'Noxious Odor' That Shut Down School Turns Out to Be Axe Body Spray at Gawker. Hat tip to Kevin!