Axe is betting Gen Z is ready for a whiff of Y2K
Axe is reviving three of its popular early-2000s fragrances to capitalize on Gen Z's interest in Y2K nostalgia. The brand has updated the product with new spray technology to address past criticisms regarding the intensity of its scent application.
Why it matters
This highlights how major consumer brands are leveraging cultural nostalgia and product refinement to maintain relevance with younger demographics.
Spray tell: Axe is bringing back old-school scents and leaning into Y2K nostalgia. Axe US Axe is embracing its Y2K roots — but going easier on the spray this time. It's reviving old fragrances, and winking at the marketing that made it famous. It has new tech for a lighter spray to cut the infamous locker-room cloud effect. Unilever's deodorant brand Axe has spent the past decade evolving from the bro-y, hypersexualized ads that made it famous in the 2000s. Now, with Gen Z obsessing over Y2K nostalgia , the brand is nodding to its heritage — with a wink. Axe on Monday said it is bringing back three of its "cult-favorite" fragrances: Kilo, Touch, and Anarchy, for a limited period. There's one key difference from the Axe cans of yore: The company said it has introduced new technology for a more controlled spray.
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