In 2016, AXE Japan began releasing its first hair styling products (such as hair wax).

Amidst a hair styling market overflowing with competitors, our objective was to convert the existing brand image of “AXE = deodorant sprays” to the new perception of “AXE = hair styling.”

Two weeks before the release of AXE HAIR, people began talking about the launch of a new fashion brand by a famous designer.

A physical store of the new brand opened on the same day that AXE HAIR products launched. Unassuming consumers who came to the store to check out the fashion brand were unexpectedly subjected to a deep, surprising experience. Through this, we were able to prompt them to voluntarily spread the word about their astonishing experience via SNS, thus spreading news about the campaign itself.