AXE Effect

Malaysian men get surprises at the AXE – See Where It Takes You Roadshow

One whiff is all it takes for girls to decide if a man makes or breaks it. Understanding this, AXE, the world’s top male grooming brand, took a one-of-a-kind approach to inspire men to smell great. The “AXE – See Where It Takes You” roadshow was specially conceptualised for men to experience the “AXE Effect”, first-hand, and to discover the boundless possibilities AXE fragrances can ignite.

A man getting a surprise swarm of girls

Research has shown that smell is deeply connected to one’s emotional state and influences the way people behave. Men who smell good will experience a boost of confidence, which translates in their body language, enhancing their appeal. This is what the “AXE Effect” embodies. It is the “scent” of self-assurance that serves as the fundamental driving force for men to go the distance and reach out to their hearts’ desires.

“Since its introduction to the Malaysian market in 2010, AXE has enlivened the lives of many Malaysian men. It is our commitment in offering men that confidence they need to stay ahead of the game with our line of fragrances. They help men to reflect individual personality and lifestyle. AXE is more than just grooming products; the brand is a part of the vibrant lifestyle of the AXE consumers,” said Daniel Lim, Brand Manager for AXE at Unilever (M) Holdings Sdn. Bhd.

The “AXE – See Where It Takes You” roadshow saw men from all walks of life getting a taste of the “AXE Effect”. The experience came to life when a seemingly ordinary sampling activity was taken over by a surprise swarm of gorgeous AXE Angels, attempting to get closer to the unsuspecting “victim”, who had given himself a dash of AXE. This special moment of attraction was captured by the AXE TV crew with strategically placed hidden camera.

“The roadshow might be a simulation of the “AXE Effect” but the underlying messages we sent across were very real. A person’s scent is closely associated with one’s confidence and attractiveness. The roadshow is all about inspiring men to adopt good body scent and to see where the confidence could take them,” added Lim.

Check out the hidden camera on AXE TV here or visit for more information.

About AXE

AXE, a leader in men’s care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant body sprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men’s grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant body sprays, AXE is the largest men’s deodorant brand in the U.S.

The brand’s mission is to help give guys confidence with grooming products that reflect individual personality and lifestyle.

Written by Budiey

Penggemar filem seram yang obses dengan gajet & teknologi terkini dan masih tegar menjadi pengendali portal hiburan & gaya hidup sejak tahun 2007. Kini aktif menjadi Youtuber & Podcaster yang menemubual selebriti dalam BORAK SINI HABIS SINI dan menerbitkan program BULETIN VIRAL di Budiey Channel.

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