Axe, the well-known men’s deodorant brand, is rebranding and redesigning its product to shake off its reputation as an over-sprayed fragrance.
The company has launched a campaign called “The History of Overdoing It,” showcasing a new, subtle scent, Midnight Amber, that can last up to 72 hours. It also introduced a new, lighter spray technology to help prevent the notorious Axe cloud.
The new cans are 2.9 ounces, down from the previous 4-ounce size, but Axe says they provide 10% more sprays due to the concentrated delivery system.
The Unilever-owned brand remains a powerhouse in the deodorant category worldwide. However, its US market share dipped from 24% in 2020 to 16.3% in 2025.
Dolores Assalini, head of Axe US, views the new branding as “not aggressive” or “overly sexual” like previous campaigns. She says it aims to appeal to women and young men.