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 ...

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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 ...