AXE UNVEILS ITS FINE FRAGRANCE COLLECTION AT THE EXCLUSIVE ‘AXEPERIENCE’ EVENT

Last Thursday, AXE hosted the exclusive AXEPERIENCE event at the renowned Hotel de L’Europe in Amsterdam, marking a significant shift in the brand’s image with the launch of the AXE Fine Fragrance Collection. The event aimed to challenge and redefine the long-standing perception of AXE as a fragrance primarily for teenage boys.

The evening began with an engaging blind fragrance test, where guests—including prominent press and influencers compared two premium fragrances: AXE and a high-end perfume valued at over €350. In a surprising outcome, 72% of participants preferred the scent of AXE, demonstrating the brand’s ability to deliver a luxurious fragrance experience at an accessible price point.

Guests were then taken on a creative journey, starting in a playful high school gym-themed room—a nod to AXE’s earlier reputation. This space, designed with bleachers, basketball hoops, and humorous slogans like “AXE: The Official Sponsor of Awkward First Dates,” encouraged guests to embrace the brand’s past with light-hearted humor. Attendees were even invited to contribute their own witty roasts on a “Roast the Brand – AXE Edition” wall, further emphasizing the brand’s playful self-awareness.

As the evening progressed, guests transitioned into a new, luxurious setting that symbolized AXE’s transformation. The refined space, featuring elegant décor and a sit-down dinner, served as the perfect backdrop to highlight the sophistication of the AXE Fine Fragrance Collection. The contrast between the playful gym setting and the elegant dinner underscored the brand’s evolution.

The event culminated with a mesmerising performance by illusionist Victor Mids, who revealed the results of the fragrance test, leaving attendees amazed by the fact that 72% had favoured AXE over the €350 luxury scent.

The AXEPERIENCE event showcased AXE’s journey from a youthful brand to a serious player in the fine fragrance market. With the introduction of the AXE Fine Fragrance Collection, the brand is poised to offer luxury-quality scents at an affordable price, redefining its position in the men’s fragrance space.