• by Sarah Mahoney , Staff Writer, February 20, 2026

 
Axe has long occupied a peculiar place in young men’s grooming culture: hugely successful, instantly recognizable, and forever linked to teenage excess. The brand even gave that heavy-handed phenomenon a name — the “Axe cloud.” Now, instead of hiding from it, Axe is unpacking the phenomenon, caveman style. A redesigned spray system promises lighter application and more control, while a new campaign, The History of Overdoing It, turns the brand’s own legacy into the punchline.

Dolores Assalini, head of Axe U.S., says the shift reflects both product innovation and changing consumer behavior. 

This interview has been edited for length and clarity.

CPG Insider: Axe advertising has never exactly been about restraint. Why address overspraying now, and make it the center of a campaign?

Dolores Assalini: We know young guys have tended to overuse the product, and we wanted to upgrade the experience in a way that helps them be a bit more subtle. The new spray technology delivers a more precise, focused application, so the product goes where you want it without feeling heavy or overpowering.

For years, we largely ignored the “Axe cloud” conversation. This time, we’re addressing it head-on, which feels more honest. It lets us acknowledge something consumers already joke about while showing that the product itself has evolved.

CPG Insider: What actually changes with the spray?

Assalini: It’s lighter and more controlled. The mist feels gentler on the skin and focuses the spray on you instead of dispersing outward. That alone changes how the product feels in use.

There’s also a value component — up to 10% more sprays per can — so consumers get longer use. It’s a meaningful upgrade to a product that hasn’t seen this kind of technical change since launch.

CPG Insider: The campaign stretches from cavemen to modern dating. What insight drove that creative direction?

Assalini: We had two overlapping truths. One, guys have historically overdone things, especially in dating. Two, guys have sometimes overdone Axe. Bringing those ideas together lets us have fun with the brand’s history instead of pretending it doesn’t exist.

The humor comes from recognizing that doing too much isn’t new — it’s practically timeless. The product innovation becomes the payoff: a way to smell great without overdoing it.

CPG Insider: Teens aren’t typically associated with subtlety. Are younger consumers more receptive to that message now?

Assalini: Thirteen-year-olds will always be thirteen-year-olds. But this generation of young guys is far more engaged with fragrance than previous ones. That’s really what drove the Fine Fragrance Collection. Younger consumers are paying attention to scent notes, comparisons, and even fragrance influencers. They’re experimenting more and looking for options that feel more refined, not just louder.

CPG Insider: You’re seeing that sophistication show up on social platforms?

Assalini: Very clearly. Fragrance culture on TikTok has exploded — everything from “smell maxing” to detailed discussions of top and base notes. Young guys are much more exposed and much more literate about fragrance than they used to be. We’re also introducing a new fragrance, Midnight Amber, which is kind of deep, warm and smooth.

That awareness makes the brand more interesting to work on because it allows us to play with more sophisticated scents while still being an entry point into the category.

CPG Insider: There’s also a broader conversation right now about teen boys struggling with identity and social pressure. Does that context influence how Axe approaches humor?

Assalini: Our brand has always been rooted in fragrance, humor, and attraction. What we try to offer is levity. Young guys don’t want lectures or long claim lists — they want to be entertained.

In the past, humor in this category could drift toward being overly edgy. Now we’re more focused on creating something playful and escapist. The goal is to make consumers feel like they’re in on the joke, not the target of it.

CPG Insider: Personal-care advertising, especially for young men, often leans heavily into comedy. Why does that approach work so consistently?

Assalini: It’s less about the category and more about the audience. Young guys want brands that feel entertaining and culturally fluent. They don’t want to be talked down to.

Humor creates a sense of participation. Whether it’s Easter eggs in creative or how we engage on social, the dynamic works best when consumers feel like they’re part of the conversation.

CPG Insider: Where does that conversation happen most for Axe right now?

Assalini: Social and digital channels remain central. TikTok, in particular, is a major focus because that’s where young guys are spending time and discovering trends.

We’ve built a social-first strategy that allows the brand to be more conversational and reactive, which aligns well with how this audience interacts with media.