In the 1970s and early 1980s, young men faced a limited choice when it came to personal fragrances: cologne or deodorant. Both options had their drawbacks. Aftershaves tended to be overpowering and short-lived, while deodorants were considered bland and purely functional. Axe saw this gap in the market and seized the opportunity to revolutionize male grooming.
This is more so, considering that first impressions can make or break opportunities. It is no gainsaying that confidence is the invisible force that opens doors and turns heads.
