Axe is ending the era of over-spraying with the launch of its new spray technology and brand campaign: The History of Overdoing It. 

The new and improved spray technology is designed for gentler, more directed sprays.

Axe’s new spray technology delivers a lighter, more controlled application that feels gentler on skin with more sprays per can to last longer.

Dolores Assalini, Head of Axe U.S., said,

“Axe has always been part of the cultural conversation around guys doing too much — and for years, that included how our body spray was used. By listening to real consumer pain points and reinventing our spray technology to be lighter, more controlled, and longer-lasting, we’ve turned overspraying into something that finally belongs in the history books.”

The new spray features:

• A gentler mist for better control and less overspray.
• Get a more focused spray exactly where you want it, without feeling heavy or overpowering.
• Get up to 10% more sprays per can for longer-lasting use.
• Inspired by real consumer feedback to solve everyday pain points.

By pairing humor with innovation, the campaign reinforces how Axe’s past has evolved into a more confident and subtle experience designed for today’s guy.

In addition to the new spray technology, AXE is launching a new scent to the Fine Fragrance Collection, Midnight Amber. 

Crafted by world-class perfumers, Midnight Amber features notes of hazelnut, sandalwood, and vanilla.

This launch marks a major milestone for the brand, redefining Axe’s proprietary spray system to transform the way guys experience fragrance and will roll out across AXE’s full body spray portfolio.