AXE’s Evolution of Hooking Up

In 2014, Axe upgraded the look and formula of its entire product line.The last time Axe changed its look was 7 years ago.
A lot has changed since, including how we hook up… To get Egyptian youth excited about new Axe (and underscore its reputation as the scent of seduction), Axe launched an online campaign that traced “the evolution of hooking up” since 2007.

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