Most young men did not use their own products in the shower; they used their partner's or roommate's shower gel or managed with shampoo.
Axe aimed to break this habit and introduced its new premium scents in the shower gel category, sparking a transformation. With the slogan "Breaking habits," the campaign featured three films targeting young men; even details like bath sponges were reinterpreted for Gen Z. After the launch, Axe products secured two spots in the Top 5.