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AXE® takes bold new stance on individuality

Invites guys to ‘Find Your Magic’

AXE - Find Your Magic

JANUARY 13, 2016 (Englewood Cliffs, NJ) - AXE®, the No. 1 men’s fragrance brand in the worldi, is coming of age with a bold new point of view: AXE wants guys to shed outdated views of masculinity to embrace what makes them unique. We all have our own “thing” – something special that makes us attractive to the world, whether it’s your walk, your talk, your smile or your style – it’s your magic.

“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “We’ve been part of guys’ lives for decades, and AXE champions real guys and the unique traits that make them attractive to the world around them.”

This year, AXE wants you to Find Your Magic. The brand will launch new experiences and products designed to help guys express their personal style, including the AXE Collective with John Legend, the Instagroom content series and the new AXE Advanced Collection grooming line.

Building on a successful 2015, this year AXE and John Legend are continuing the AXE Collective to elevate musicians and filmmakers and help them showcase their magic. Aspiring creators can visit to learn more about a chance to be mentored by John Legend and to be featured at an event during SXSW® or the Toronto International Film Festival®.ii,iii

AXE has also created the new Instagroom series, designed to inspire guys and give them the tools to achieve their own unique magic. Instagroom features 15-second videos that answer the most burning style and grooming questions guys are searching for online to help them amp up their personal style.

The new AXE Advanced Collection, a more premium range of grooming products, helps guys express their individuality so they can look, feel and act their most attractive. Comprised of three lines – Adrenaline, Urban, and Signature – these products offer a variety of benefits including fragrance-release, anti-odor, and anti-marks technology.

  • AXE Adrenaline: Energize your senses and conquer what comes your way. Products that keep up with you every time you up your game.
  • AXE Urban: The city is your playground, don’t let it make you sweat. Products that give you the edge to take on your day.
  • AXE Signature: Your sophisticated style, uncompromised. Products to keep you looking and feeling sharp.

The AXE brand’s bold new direction will be brought to life globally via cross-channel advertising and a new film called “Find Your Magic,” developed by advertising agency 72andSunny Amsterdam.

On the inspiration behind Find Your Magic, 72andSunny Amsterdam Executive Creative Director Carlo Cavallone said, “AXE has always been at the forefront of culture. With Find Your Magic we’re out to liberate guys from pressure and bullshit, and empower them to be the most attractive men they can be – themselves.”

In addition to the “Find Your Magic” film, multi-channel Find Your Magic creative content will connect with guys both in the U.S. and globally.

The most attractive man you can be is yourself. So Find Your Magic. Then work on it.

To learn more, visit

i Source Euromonitor International Limited; Beauty and Personal Care 2015ed, Men’s Deodorants & Mass and Premium Men’s Fragrances retail value sales combined, as per umbrella brand name classification, 2014; Lynx includes all AXE/Lynx/Ego sales

ii Must be 18+. Music ends 2/15. Film ends 6/15. For Terms & Conditions, visit

iii Toronto International Film Festival Inc., used under license

About AXE®

With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE helps give guys the edge to feel their best. AXE is a lifestyle brand that engages guys and girls with unique experiences like no other brand can.

Visit AXE at and follow us on Twitter, Instagram, Tumblr, and Facebook to get access to exclusive content, special promotions, and more.

About 72andSunny Amsterdam

72andSunny creates cultural impact on behalf of brands. The company is recognized as one of Fast Company’s Most Innovative Companies 2015 and is a two-time “Agency of the Year” winner for Advertising Age and Adweek. With offices in Los Angeles, Amsterdam and New York, 72andSunny’s clients include Activision, adidas, Axe, Carl’s Jr./Hardee’s, Carlsberg, ESPN, Google, Samsung, Smirnoff, Sonos, Starbucks, Target, Tillamook, Totino’s, and truth. For more information, visit


Josh Barnes