AXE: Young & Mature

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.

AXE: Young & Mature

Agency: Ponce Buenos AiresAdvertiser: UnileverBrand: AXECountry: Argentina, Chile and Mexico

Objectives

Global background

AXE is Unilever's global cross-category male grooming brand present in the deodorant, anti-perspirant, hair styling and shower marketplaces, in over 90 countries worldwide.1 Other than giving birth to the brand, deodorant also represents its core business in terms of global turnover.

Latin America is AXE deodorant's most successful region worldwide in terms of both penetration and market share, representing 25% of AXE's global deodorant turnover2. Outgrowing a category in emerging markets that...

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