The success of the Axe re-launch event in both Nigeria and Ghana is even more impressive when considered in the context of the brand’s global journey. Axe, known as Lynx in some markets, has a rich history dating back four decades. Its story begins in a male grooming market that looked vastly different from the one we know today.
In the 1970s and early 1980s, young men faced a limited choice when it came to personal fragrances: cologne or deodorant. Both options had their drawbacks. Aftershaves tended to be overpowering and short-lived, while deodorants were considered bland and purely functional.
Axe saw this gap in the market and seized the opportunity to revolutionize male grooming. This is more so, considering that first impressions can make or break opportunities. It is no gainsaying that confidence is the invisible force that opens doors and turns heads.
For men, this confidence often comes in many forms, but none quite as immediate and impactful as the right scent like the Axe Dark Temptation, a fragrance that’s not just promising to mask odours, but to unlock the very essence of masculine allure. But this relaunch wasn’t just about the numbers and market potential. It was a sensory spectacle designed to imprint the Axe Dark Temptation brand into the psyche of West African consumers.
From the moment guests stepped into the venues, they were enveloped in an experience that engaged all five senses – a strategy backed by research showing that multi-sensory brandin.
