Fragrance has always been a personal affair. A whiff of it can tell a story, inspire awe, or even create a sense of mystery. Like fashion and style, fragrance is a way of expressing oneself. But there are many several scents out there. With that, Axe together with Esquire made a microsite that provides a way for individuals to explore their own scent profile.

With a simple, comprehensive three-step test will tell you what kind of person you are or most specifically what fragrance you are most likely to be attracted to. The test is based on the Theory of Differentiated Functioning, which was developed by Swiss psychiatrist Carl Jung. With a simple three-step test, you can find out what kind of person you are and what fragrance says about your personality.

If you’re looking for your own signature scent, whether you’re a sports enthusiast, a passionate creative, or the laid-back fun type of person, there’s an accompanying fragrance that will suit your mood and taste. AXE’s fragrance profile test makes it easier for consumers to tap into this. The test is quick but also dependable and insightful.

The brand story of Axe and Esquire is simple: They want to engage their consumers and connect with their needs; in this case, the fragrance that is best for them. They have brought back the idea in a new way. In the Man at His Best Event, guests sign up via the microsite created by Axe and Esquire which provides the guests a way to determine their own scent profile. After that, each guest is then guided through rooms with themes that fit their personality. There are rooms for sports enthusiasts, gourmands, and for adventurers. The rooms are filled with interactive elements and activities that fit their scent profile. The site also has a social networking element where the user can share their experience with friends. By creating this type of event, the brand was able to build excitement around its product launch and generate buzz around its brand.

We asked the attendees of Esquire's Man at His Best event to take the test prior to going in the venue, and we garnered a total of 391 completed tests. The scent results include "Ice Chill," "Dark Temptation," "Gold Temptation," "Ice Breaker," "Black," and "Recharge," which are Axe's six new scents. Most of the attendees were men ages 18-35 and their respective dates to the event. The event attendees also included notable personalities in sports, social media, cinema, and gaming.

After completing the test, attendees received a sample of Axe scent. Some influencers also shared content on Instagram and TikTok about the event and their test results. Axe also recognized six awardees who exuded a specific Axe fragrances vibe the most.

The Axe x Esquire’s Man at His Best campaign of Axe together with all the other step-up executions of the brand resulted to good performance. On brand power, AXE noted a +150bps gain, with significant uplift in must win attributes.