Unilever’s deodorant brand Axe has spent the past decade evolving from the bro-y, hypersexualized ads that made it famous in the 2000s. Now, with Gen Z obsessing over Y2K nostalgia, the brand is nodding to its heritage — with a wink.
Axe on Monday said it is bringing back three of its “cult-favorite” fragrances: Kilo, Touch, and Anarchy, for a limited period.
There’s one key difference from the Axe cans of yore: The company said it has introduced new technology for a more controlled spray. In other words, they’re designed not to engulf the entire locker room in a pungent cloud at the press of the nozzle.
To back the launch, Axe is rolling out…
