As perfume prices surged with inflation, young people began searching for more affordable yet attractive scents. The absence of a deodorant that "smells like a real perfume" opened up an opportunity for Axe.
To fill this gap, Axe launched the Axe Premium Collection series developed with renowned perfumers. Offering young people the perfume effect at an affordable price, it provided a "LEVEL up" experience. The campaign mocked perfumes with jealousy, using Roger Sanchez's "Again" track. An interactive Scent Wall set up in Beşiktaş introduced the product to 5,000 people. Axe became the fastest growing brand in the men's deodorant category.