Axe introduces new fine fragrance collection
The line is positioned around a more refined scent experience that blends everyday deodorant functionality with the polish and complexity of fine fragrance.
SOUTH AFRICA – Axe, a male grooming brand under Unilever, has unveiled its Fine Fragrance Collection, a launch that signals a notable shift for the brand and the wider male grooming category.
The line is positioned around a more refined scent experience that blends everyday deodorant functionality with the polish and complexity of fine fragrance.
The range includes five fragrances: Aqua Bergamot, Black Vanilla, Blue Lavender, Copper Santal and White Oak.
The launch speaks directly to a younger generation that values authenticity, self-awareness and confidence in how it presents itself.
The collection is designed as a hybrid between fine fragrance and deodorant, with performance claims that include up to 72-hour freshness.
It also uses 2X odour-busting zinc technology, is aluminium-free, and contains over 20 essential oils to create layered scents that evolve over time.
Axe says the collection reflects changing fragrance preferences and a more mature expression of masculinity.
The brand is moving beyond its youth-driven roots and into a space that feels more intentional, refined and aligned with modern consumer expectations.
Aqua Bergamot is described as fresh, clean and sharp, with citrus and aquatic notes.
Black Vanilla combines warm vanilla with spice for a richer, more seductive profile, while Blue Lavender offers a calm, modern softness through lavender and aromatic notes.
Copper Santal leans into a warmer, more intense woody profile with sandalwood and spiced undertones, while the White Oak is positioned as smooth, airy and understated, with soft woods and clean notes that make it feel effortless and contemporary.
Beyond South Africa, the line also launched in Malaysia, where it was introduced nationwide.
The rollout underscores the brand’s broader push to reposition fragrance as part of identity and confidence, while bringing its premium scent offering to more markets.
Axe offers deodorants, body sprays, antiperspirants, shower gels, shampoos, and hair styling products designed for young men’s grooming needs.
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