Personally, I believe AXE deodorants damage underarms and their users due to their high alcohol content. However, I've tried the new AXE shower gel and I think it's a good alternative for keeping your body smelling fresh. Therefore, in collaboration with Infobrand AXE, we bring you this product description.
AXE's leap from deodorant to men's shower gel
A development that was probably expected by both consumers and marketing specialists who assessed that the brand was meant to be an umbrella for more than just deodorants, is the one that finally emerged with the first brand extension that Axe introduces in our country: its new shower gel, which Unilever already markets in several European countries, in Asia and in the United States.
Axe is not only the world's best-selling men's deodorant brand, but also one of the leading brands with which young people identify . Through its communication based on the concept of seduction, Axe has managed over the years to strengthen young people's identification with its message, which, incidentally, is constructed using the same language they use.
This positioning as an icon of male seduction has been key to the brand's natural expansion into other personal care categories. The move into shower gel is not just a portfolio decision, but a way to extend the "AXE effect" from underarms and torso to the entire daily shower hygiene ritual, reinforcing the idea that the fragrance accompanies a man at every moment.
Therefore, this brand enjoys a nearly privileged position to become, in the near future, the umbrella brand for an extensive line of personal care products or other categories, always aimed at young men. This is especially true since Axe is, moreover, a Unilever brand , which thus also possesses all the know-how in other aspects of developing potential line extensions, related to product creation and distribution, among other things.
Unilever's strategy with AXE is based on leveraging its enormous brand recognition and provocative personality to open new doors: first deodorants, then shower gels, later shampoos and other men's hygiene solutions, without losing sight of the core of its proposition: intense, long-lasting fragrances associated with the game of attraction.
The first AXE shower gels: versions, fragrances and concept
In this context, Axe launched its new shower gels , intended of course for men, in some of the brand's traditional versions and in other special ones: the new presentations include the marine , click , vice and touch versions.
Each of these variations relies on a specific combination of masculine olfactory notes , designed for different times of day or for different personality types. Marine is typically associated with a fresh, aquatic sensation , ideal for those seeking intense cleansing and a clean scent. Click opts for a more vibrant and youthful profile , while Vice and Touch move into more sensual and nocturnal territories , reinforcing the link between showering and the pre-seduction ritual.
The brand introduced this new offering by saying that now “the Axe effect has arrived in your bathroom ,” alluding to its positioning as an icon of seduction and an expert in fresh, long-lasting men's fragrances. This represents an expansion of its business , initially focused on developing men's deodorants, into this new category and possibly foreshadows the brand's future forays into other sectors.
With this phrase, AXE makes it clear that its shower gel is not just another liquid soap: it's the continuation of the brand's universe within the hygiene routine. The promise goes beyond simply cleansing the skin; it also includes leaving a lasting fragrance that reinforces the user's confidence even when "things go off-script," a message the company has also emphasized in recent campaigns for its shower gels in European markets.
Unilever's strategic vision and the role of the brand manager
Fernando Desouches, brand manager, affirms that “ Axe is the best-selling men's deodorant in the country and the world . The strength of this brand allows us to expand the business into other product categories, as we are doing now with shower gel. This product is already being marketed with excellent results in several countries in Europe, Asia, and the United States, and we expect the same performance here. Thus, Axe presents the first liquid soap made exclusively for men . This launch will be supported by a significant investment, unprecedented for this category. Finally, it is important to note that our country, along with Uruguay, will be the first in Latin America to add this product to its portfolio.”
These statements demonstrate the extent to which AXE views shower gel as a key component of its product ecosystem . It's not just about securing shelf space in supermarkets, but about consolidating a masculine brand territory where everything, from deodorant to shower gel, reinforces the same message: self-confidence, attractiveness, and a lighthearted, irreverent approach to seduction.
Unilever supports these types of launches with significant advertising investments , something unusual in categories where soaps and shower gels have traditionally been marketed in a more functional way. AXE breaks with this approach with high-impact campaigns, where the audiovisual narrative is as important as the product itself.
Irreverent communication: from the “Church” ad to “The Neighbor”
Present in more than 50 countries, according to Unilever, this fragrance brand aimed at young men seeking perfumes that enhance their attractiveness , masculinity , and power to seduce , announced its innovation with a commercial titled " Church ," developed by the agency Vegaolmosponce, under the concept " using women's soap makes you think like a woman ," where it again emphasizes its seductive effect.
This commercial plays with the contrast between traditional codes (a religious space, solemnity) and AXE's laid-back tone, making it clear that a man who wants to enhance his attractiveness needs a product designed specifically for him . Provocatively, the brand questions the use of generic or feminine soaps, encouraging young men to identify with a shower gel that speaks their language.
Over time, AXE has continued to develop campaigns for its shower gel line that maintain the same essence, taking its humor into the realm of surrealism and unexpected situations. One example is the film " La Vecina " (also known as " The Neighbour " in English-speaking markets), created by the creative agency LOLA MullenLowe and produced by CZAR , directed by Lionel Goldstein.
In this short film, the story unfolds in the chaotic apartment of a young bachelor enjoying a shower to the tune of the German classic " Oma, so lieb " by Heintje. When the water is suddenly cut off, what seemed like a simple domestic problem transforms into a chain of surreal events , brimming with mischief, wit, and, of course, AXE fragrance.
The secondary protagonist is his neighbor, seemingly an endearing old woman who, in the end, turns out to be much more than she appears. This twist reinforces AXE's ability to break the narrative conventions of the genre , playing with expectations, stereotypes, and exaggerated situations that are remembered precisely for their irreverence.
As the agency explains, “The Neighbor” offers an even bolder take on AXE, pushing its concept to the limit, but without losing the humorous charm that characterizes the brand. For Tomás Ostiglia, Executive Creative Director of LOLA MullenLowe, “the power of a fragrance remains a beautiful excuse to surprise with humor and tell stories of attraction, even the most unexpected ones .” This translates into a film where the shower, the water outage, and the neighbor's intervention become the pretext for showing how the fragrance of AXE shower gel lingers even when everything else spirals out of control.
For her part, Caroline Gregory, Global Brand Director of AXE, pointed out that the new shower gel is about confidence and a fragrance that lasts , even when things go off-script. In her own words, the campaign captures it “as only AXE knows how: with playfulness , irreverence , and an unforgettable touch.”
360º communication platform: from the bathroom to pop culture
In addition to the commercial, the Axe shower gel launch campaign includes a comprehensive communication platform encompassing outdoor advertising, online presence, print media, and radio spots. It is precisely this communication style, which consistently breaks with established norms in favor of the more modern codes of young people, that has propelled Axe to its privileged position within its category and promises many more brand expansions.
AXE campaigns tend to become trending topics on social media , in advertising publications, and within pop culture circles, amplifying the message's reach far beyond traditional ads. The humor, the fast pace of the commercials, and the use of extreme or unexpected situations have made many of these ads memorable for years.
In the specific case of the shower gel, the brand reinforces several key messages: the long-lasting fragrance , the connection between scent and male confidence , and the idea that a simple moment in the shower can spark stories full of attraction and carefree abandon. The narrative always ends up connecting the product with self-esteem and the feeling of being ready for anything, something the target audience particularly values.
In summary, AXE shower gel has established itself as one of the brand's most consistent and powerful line extensions: it combines the DNA of seduction and irreverent humor with a complete men's hygiene offering, supported by high-impact creative campaigns and fragrances designed to accompany the young man in his daily life with added confidence and personality.
Source: Infobrand Axe.