Axe's Fine Fragrance Collection Campaign Stars Lil Baby
Laura McQuarrie — March 25, 2023 — Marketing
References: adweek
Axe is winning over Gen Z with the new AXE Fine Fragrance Collection and a new campaign starring Lil Baby. The campaign depicts the artist as a fragrance counter representative who mesmerized mall-goers with the power of scent. As a whole, the campaign is helping the brand to usher in a new era with "fresh symbols of luxury," as described by Mik Manulik, creative director at The Martin Agency.
This new collection of fine fragrances speaks to Gen Z with deodorizing body sprays that neutralize odors and offer the allure of fine fragrances with sophisticated notes of cedar, patchouli, mint, amber, sage and juniper. In fact, the brand conducted a blind survey and found that "70% of guys said they’d replace their fine fragrance with their favorite scent from the AXE Fine Fragrance Collection."
This new collection of fine fragrances speaks to Gen Z with deodorizing body sprays that neutralize odors and offer the allure of fine fragrances with sophisticated notes of cedar, patchouli, mint, amber, sage and juniper. In fact, the brand conducted a blind survey and found that "70% of guys said they’d replace their fine fragrance with their favorite scent from the AXE Fine Fragrance Collection."
Trend Themes
1. Gen Z Fragrance Preferences - Leveraging the preference of Gen Z for fine fragrance and deodorizing body sprays with sophisticated notes to disrupt the fragrance industry with new offerings.
2. Celebrity Endorsements for Fragrance Campaigns - Employing popular artists like Lil Baby to represent fragrance collections and enhance engagement with younger audiences to disrupt the advertising industry.
3. Blind Surveys for Product Promotion - Using blind surveys to create demand and convince customers to replace their current fragrance with preferred scents from new product collections to drive disruption in the market research industry.
Industry Implications
1. Fragrance Industry - Innovating with deodorizing body sprays and sophisticated notes to meet Gen Z preferences and win market share from traditional fragrance offerings.
2. Advertising Industry - Collaborating with popular artists to create unique and engaging fragrance campaigns to win over Gen Z audiences and disrupt the traditional advertising industry.
3. Market Research Industry - Leveraging blind surveys to study consumer preferences and create demand for new fragrance collections to disrupt traditional market research techniques.
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