The Axe customer’s world has changed quite fundamentally. The explosion in social media, the arrival of smartphones, changing fashion and a ground shift in attitudes to all things design. All of which were beginning to date Neutron. A lot of time was therefore spent with Axe customers to understand what inspired them. Conclusion? The new aerosol design had to be innovative, with a strong identity, sophisticated yet youthful, engaging, intuitive and uncomplicated. And, of course, it had to run down existing high volume production lines, be made on existing can forming machines, be more sustainable and hit the target price!

Polaris's innovative round-to-square can (setting new standards in shaping technology) flows seamlessly into the actuator/top, creating a singular form which is pure, visually simple and confident, providing a broad canvas for brand graphics.

When not in use, the button is flush, and the action safely locked. Twisting the top engages a magical ‘mechanical ballet’, which both lifts the button up, revealing a flash of variant specific colour, and inclines it backwards into the ready to use position. This is both practical and intriguing, providing the sense of fascination, delight, playfulness and emotional engagement at the heart of the Axe brand.

Polaris has come to market without compromise, solving huge challenges on the way. It sets up the brand for the future with a quality, more premium feel... more precise and robust in the hand, with a reassuring solidity consistent with a more premium product.