Since its 2002 launch, Axe's theme has been "giving guys an edge in the mating game," says David Rubin, Axe's brand development director. New TV ads show women who
suggestively blurt "Bom Chicka Wah Wah" to men wearing the spray. The brand's eight body sprays are also getting new packaging and an enhanced fragrance. Body sprays are key in the young male market
because they are used as a "training fragrance" by teens and even tweens, says Mintel senior analyst Kat Fay. If a guy likes a spray, he's more likely to pick up other grooming products from the same
brand.
While ACNielsen data show Axe continues to outsell rival body sprays, the competition is fierce. Procter & Gamble now has Tag and Old Spice Red Zone body sprays. In February, Dial launched RGX Bodyspray from Right Guard.
advertisement
advertisement