AXE Wants You to smell like YOU

Scents are one of the most powerful distinctions that shape how we perceive the world. A scent can bring back memories, help us to taste delicious food and can affect the way we feel. With so many important cues happening simultaneously, why is it that men don’t pay more attention to the way we smell? This idea is exactly what the good people at Unilever were thinking when they created AXE YOU™.

This 3-step system focuses on giving men the opportunity to express themselves, without having to worry about how they smell. AXE YOU™ wants you to be able to show your personality with confidence. It’s all about embracing what makes each of us unique!

The AXE YOU™ line-up was carefully crafted by iconic fragrance expert, Ann Gottlieb, with a blend of ingredients like: coriander leaves, black basil, and black pepper, with classic extracts, including amber, vetiver, and cinnamon.

From a young age, I was always concerned with my scent. As a jock throughout high school, I would often have practice before school and without the option to shower before class, I relied on AXE to get me through the day!




I now start off the day with the AXE YOU™ Body Wash and Daily Thickening Shampoo, with sandalwood and amber. This gives me a good base and a great scent right at the beginning of the day and removes any unwanted body oils from the day before!

I also often find myself running around the city and going from one meeting to the next and I need an antiperspirant that’s going to keep up. The AXE YOU™ antiperspirant stick has 24-hour protection, so I’m covered throughout the day. Finally, the AXE YOU™ daily fragrance is what keeps me smelling great – no matter what I’m doing!



For more on what AXE can do for YOU, head over to

Words by Jonathan Cavaliere 

Illustration by Rob Brunette



Looking for Something?