HOBOKEN, N.J., February 20, 2026 – AXE® is officially ending the era of overspraying with the launch of its new spray technology and brand campaign: The History of Overdoing It. The new and improved spray technology is designed to make the age-old problem of guys overdoing it, history.
Available to purchase at Walmart, AXE’s new spray technology delivers a lighter, more controlled application that feels gentler on skin with more sprays per can to last longer. This launch marks a major milestone for the brand, redefining AXE’s proprietary spray system to transform the way guys experience fragrance and will roll out across AXE’s full body spray portfolio.
Key benefits include:
- Sprays Lighter. Lasts Longer. — A gentler mist for better control and less overspray.
- Precision Application — Get a more focused spray exactly where you want it, without feeling heavy or overpowering.
- More Value in Every Can — Get up to 10% more sprays per can for longer-lasting use.
- Designed With You in Mind – Inspired by real consumer feedback to solve everyday pain points.
The launch of AXE’s new spray technology is brought to life through its latest brand campaign: The History of Overdoing It — a playful, time-spanning exploration of how guys across generations have overdone it. That idea closely mirrors AXE’s own legacy, when body spray was being used “too much.”
With its new spray technology, AXE is entering a new era — one where guys can smell great without overdoing it. By pairing humor with innovation, the campaign reinforces how AXE’s past has evolved into a more confident and subtle experience designed for today’s guy.
“AXE has always been part of the cultural conversation around guys doing too much — and for years, that included how our body spray was used,” said Dolores Assalini, Head of AXE US. “By listening to real consumer pain points and reinventing our spray technology to be lighter, more controlled, and longer-lasting, we’ve turned overspraying into something that finally belongs in the history books. With this campaign, we’re owning our past while officially making it history.”
In addition to the new spray technology, AXE is launching a new scent to the Fine Fragrance Collection, Midnight Amber. Crafted by world-class perfumers and inspired by the quiet luxury movement, Midnight Amber features refined notes of hazelnut, sandalwood, and vanilla — delivering a confident, modern scent designed to leave a lasting impression.
The new AXE Midnight Amber body spray will be available for purchase at Walmart with pricing ranging from $5.99 to $7.99.