• by Doug Parks , August 22, 2025

The discovery of fragrance is one of those heralded coming-of-age moments. It’s the important realization for young men that they don’t need to smell like gym class and stale clothes all the time.

In my own school years, I remember the explosive launch of AXE body spray. It was everywhere. It dominated television and print ads. It swept through my small town and into the hands of almost every young man.

The brand was so aggressively self-assured in its own voice: It was concentrated confidence.

But that iconic era was for my generation. And two decades later, AXE is going through its own coming-of-age story as it looks to reach the next generation of customer.

It’s no longer the shocking new brand on the scene. It’s maturing, finding its footing, and discovering its more rooted identity. And this year, that story is taking off with a fresh look for the brand, new scents, and an amped up partnership with famed actor and comedian, Pete Davidson.

How does this campaign set the stage for the brand to reach Gen Z and beyond? Is this the same AXE we once knew, or is the brand seeking new definition?

This week, I sat down with Dolores Assalini, Head of AXE US at Unilever, to talk about the evolved brand identity and their new approach to inspiring confidence.

You can listen to the entire podcast at this link.