The History of Overdoing It” uses humor — and a stuffy academic narrator — to implore young men to take a subtler approach to fragrance.

Brand designers reengineered the Axe bottle to curb a problem anyone who grew up after the ’80s is familiar with: chronic ...

As they’re making their way through Target, the young women pass the deodorant aisle and see a display for Axe body spray, that scent of choice for advertising-susceptible guys ages 18 to 24. And ...

Davidson, a longtime fan of Axe’s Phoenix scent, embodies the brand’s evolution from teenage staple to confidence-boosting essential, perfectly aligning with its message that smelling great helps you ...

As Cracker Barrel recently learned, moving away from what consumers want can turn a brand bland — unless that’s what a brand’s fans are clamoring for. Which is the case for a new rebrand by Axe, the ...

Many people have heard the story about two woodcutters chopping trees in the forest. One chops and chops and chops without stopping, while the other takes breaks frequently, but still manages to chop ...

A thin haze enveloped the backstage at Willy Chavarria‘s latest New York Fashion Week show. No, it wasn’t slow-moving fog clouds rolling in from the runway a few feet away. Instead, it was a cloud of ...

Gear-obsessed editors choose every product we review. We may earn commission if you buy from a link. Why Trust Us? Axes and hatchets are wood chopping tools that have been used for centuries. Given ...