How Axe Body Spray plans to make a comeback in the U.S.

Unilever’s Axe used humor and irony in its early 2000s advertising campaigns to win over the American teenage boy. The brand’s estimated U.S. sales reached nearly $500 million by 2012, but sales began to decline over the next five years as the brand lost sight of its core product offering. In 2023, Axe released a new line of product aiming to compete with high-end fragrances.