Axe launches new White Label line

ENGLEWOOD CLIFFS, N.J. — Unilever’s Axe brand has introduced the new Axe White Label — a refined product line for today’s multi-faceted, sophisticated guy.



With the White Label launch — centered on the idea that “how you feel says it all” — Axe is striking a broader take on confidence that reflects the mindset of the modern man.

AXE White Label products are available in four variants — Night, Forest, Island and Air. Consisting of a new Dry Spray antiperspirant, as well as an antiperspirant solid, body wash, 2-in-1 shampoo + conditioner, style refresher and cooling style cream, the White Label line features entirely new packaging.



The campaign’s advertisements — created by BBH New York and directed by Ari Weiss — reflect a sophisticated take on inner confidence while remaining true to the playful nature of the Axe brand. The 30-second “Hotel” spot will be featured during the 2015 College Football Playoff Semifinals on Jan. 1, 2015, as well as the 2015 College Football Playoff National Championship on Jan. 12, 2015 — both of which will air on ESPN.