Axe® Launches White Label, A New Line Of Refined Grooming Products To Help Guys “Feel Their Finest”

Axe®, the No.1 men's fragrance brand globally, introduces Axe® White Label – a refined product line developed with complex fragrances, leading innovation and sleek new packaging for multi-faceted, sophisticated guy. This new line addresses the evolving needs of men - 71 percent of guys agree that it’s important to look good physically in order to succeed professionally and personally.

Axe®, the No.1 men's fragrance brand globally, introduces Axe® White Label – a refined product line developed with complex fragrances, leading innovation and sleek new packaging for multi-faceted, sophisticated guy. This new line addresses the evolving needs of men - 71 percent of guys agree that it’s important to look good physically in order to succeed professionally and personally. Axe has always been about bringing confidence to life in different ways. With the White Label launch – centered on the idea that “how you feel says it all” – Axe is striking a broader take on confidence that reflects the mindset of the modern man, helping him feel his finest.

Axe White Label products are available in four fresh variants – Night, Forest, Island and Air. Consisting of an innovative new Dry Spray antiperspirant, as well as an antiperspirant solid, body wash, 2-in-1 shampoo + conditioner, style refresher and cooling style cream, the White Label line features entirely new packaging that captures the brand’s refined take on a contemporary masculine aesthetic. “Over the years, Axe has pushed the boundaries of male grooming through product innovation and groundbreaking campaigns. White Label is another major leap forward as Axe evolves right alongside our guy,” said Matthew McCarthy, senior director, Axe & Men’s grooming for Unilever. “We know guy has high expectations when it comes to looking and feeling his best, and Axe meets these with White Label, an invigorating and refined grooming regime.”

Source: Axe