The success of the Axe re-launch event in both Nigeria and Ghana is even more impressive when considered in the context of the brand’s global journey. Axe, known as Lynx in some markets, has a rich history dating back four decades. Its story begins in a male grooming market that looked vastly different from the one we know today.
In the 1970s and early 1980s, young men faced a limited choice when it came to personal fragrances: cologne or deodorant. Both options had their drawbacks. Aftershaves tended to be overpowering and short-lived, while deodorants were considered bland and purely functional. Axe saw this gap in the market and seized the opportunity to revolutionize male grooming.
Recent studies have shown that up to 80% of Gen Z men worry about body odor, showing a growing awareness of personal grooming and its impact on social interactions. In fact, a 2023 global survey revealed that 73% of men believe that smelling good directly correlates with feeling more confident in social situations.
This is more so, considering that first impressions can make or break opportunities. It is no gainsaying that confidence is the invisible force that opens doors and turns heads. For men, this confidence often comes in many forms, but none quite as immediate and impactful as the right scent like the Axe Dark Temptation, a fragrance that’s not just promising to mask odors, but to unlock the very essence of masculine allure.
The global men’s deodorant market, valued at $23.7 billion in 2022, is projected to reach $31.5 billion by 2028, growing at a CAGR of 5.2%. Nigeria, with its population of over 200 million, and Ghana, home to 31 million, represent a combined GDP of nearly $500 billion– a market ripe for the taking for brands that can capture the imagination and loyalty of consumers. The timing of this relaunch makes this particularly significant and Axe’s bold relaunch is perfectly positioned to ride the wave of the increasing consumer sophistication in the region.
But this relaunch wasn’t just about the numbers and market potential. It was a sensory spectacle designed to imprint the Axe Dark Temptation brand into the psyche of West African consumers.
From the moment guests stepped into the venues, they were enveloped in an experience that engaged all five senses– a strategy backed by research showing that multi-sensory branding can increase consumer loyalty by up to 30%.
Axe Dark Temptation Soiree Naija Experience
The Axe Dark Temptation soiree in Nigeria was held at the prestigious Ebony Life Place, that has become the talk of the town, literally, following an equally spectacular launch event in Ghana.
Set for just when the sun is receding over the skyline, the rooftop venue used for the soiree was transformed into a venue of style, scent, and celebration, drawing in the crème de la crème of Nigeria’s entertainment industry and Lagos’ social elite.
From the moment guests stepped into Ebony Life Place to get their invitation cards swapped for event tags, it was clear that this was no ordinary product relaunch.
The air buzzed with anticipation, the kind that precedes moments destined for the history books. This wasn’t just about re-introducing a new deodorant to the market; it was about redefining the very essence of confidence and attraction for men in the Nigerian fashion and body care landscape.
As guests arrived, they were immediately enveloped in an atmosphere of luxury and excitement. The event’s organizers had left no stone unturned in creating an immersive experience that would engage all six senses. The air was filled with the subtle yet appealing scents of Axe’s new range of deodorants.
The master of ceremonies for the evening was none other than Adams Ibrahim Adebola, better known to his fans as VJ Adams. VJ Adams brought his unique energy and charisma to the event. But the star power didn’t stop there.
Hosting the event was Chukwuebuka Obi-Uchendu, or simply Ebuka to the millions who know him from the Big Brother Naija show. Ebuka’s involvement was a masterstroke. Known for his impeccable style and magnetic personality, he embodied the very qualities Axe aimed to associate with its brand– confidence, style, sophistication, and irresistible charm.
Among the attendees was Elozanam, an influential former Big Brother Naija housemate. The Nollywood scene was represented by ace actor Etim Effiong, whose performances have captivated audiences across the continent.
Jerry Chucks, known in entertainment circles as Soft Made It, added his unique flair to the gathering. Even the world of reality TV was further represented by former Big Brother Titan housemate, Carnaga Jnr. Who was also in attendance, alongside Tobechukwu Ugh, another influencer.
One of the highlights of the evening was the Rizz backdrop– a specially designed area for photo opportunities.
At a time when social media presence can make or break a brand launch, this thoughtful addition ensured that the event would live on in the digital space long after the last guest had departed.
As guests mingled and networked, they were treated to a culinary experience that matched the sophistication of the event. Welcome drinks flowed freely, accompanied by an assortment of small chops and finger foods that were anything but small.
The carefully curated menu was a reflection of Axe’s attention to detail and understanding of its target market’s refined tastes.
The auditory experience was equally impressive. Live DJs, including the award-winning international sensation DJ Dope Caesar, kept the energy high throughout the night.
The DJs’ expertly mixed beats provided the perfect soundtrack to the launch, creating an atmosphere that was at once exciting and elegant.
But the true show-stopper of the evening was the performance by Dance Na the Main Thing, or DNMT. This wasn’t just a dance routine; it was a spectacle that left the audience in awe.
The group’s electric performance included fire eating, intricate choreography, and breathtaking break dance moves. It was a visual feast that perfectly complemented the bold, daring image Axe was looking to establish.
The Grand Unveil…
Amidst the glitz and glamour, the true star of the show– Axe Deodorant– was unveiled. Omotunde Bamigbaiye, the Marketing Lead West Africa for Unilever International, took to the microphone to introduce the brand to the Nigerian market. Her words captured the essence of what Axe represents: “AXE is Unilever’s deodorant brand with a lasting fragrance positioned majorly the established man or the ‘odogwu’ in local parlance, the socialite and, of course, the young.”
Bamigbaiye’s speech focused on the core message of confidence and personal attraction that Axe embodies. “Your personality is your personal attraction,” she declared, “and we aim to support you to boost that confidence with the introduction of Axe Deodorant Spray. When you spray on Axe, you smell irresistible, you smell confident, you feel more confident, and life opens up a world of opportunities to you.
“You can knock on any door, you could step into any room, and you are able to attract anyone with your masculinity,” she continued. Addressing the product itself, Bamigbaiye highlighted the thought process behind Axe’s fragrances. “We have more or less recreated the existing traditional masculine fragrances that you are used to,” she explained. “So we have pretty much dialed up the existing fragrances you are familiar with and have created exceptional and relevant notes that make you feel irresistible, keeps you smelling good all day.”
But Axe’s appeal goes beyond just smelling good. As Bamigbaiye pointed out, “It helps you feel good because you know that you smell good. When that happens, of course, you are able to open up yourself to possibilities and successes that come your way.” This philosophy aligns perfectly with the characteristics of Gen Z– a generation known for owning their personal style and using it as a tool for self-expression and success.
Prior her speech, had introduced the newly unveiled brand to guests. Indeed, Ebuka, known for his impeccable style and commanding presence, was the perfect choice to re-introduce the new AXE Dark Temptation deodorant.
The AXE Dark Temptation, he revealed as he had done in the commercial released by the brand ahead of the launch, was not just another fragrance but a scent designed for all generations– from Baby Boomers to Gen Z. This universal appeal shows Axe’s understanding of the Nigerian market and its ability to create a product that transcends age barriers.
“Confidence is everything,” he said. “With AXE Dark Temptation, you’re not just wearing a fragrance, you’re making a statement. This scent gives you the boldness to own every moment, step into any room, and leave an unforgettable impression.” His endorsement carried weight, coming from a man known for his style and confidence both on and off the screen.
Ebuka’s personal testament to the product added another layer of credibility. “From the stage to the streets, AXE Dark Temptation has got me covered,” he shared, inviting the audience to experience the power of this irresistible fragrance for themselves.
Following Ebuka’s introduction, the event took an even more exclusive turn. The host led a select group of guests in batches into what was dubbed the Confidence Room. This wasn’t just a product showcase; it was an immersive experience designed to engage all the senses and leave a lasting impression on the influencers and tastemakers present.
Inside the Confidence Room, guests were enveloped by the captivating fragrance of AXE Dark Temptation across ranges. The atmosphere was carefully crafted to embody the essence of the product– bold, alluring, and confident. Guests had the opportunity to not just see and hear about the product, but to experience it firsthand, testing it on their skin and feeling the boost of confidence it promised.
The Confidence Room was also as a content creation haven. In today’s digital age, the success of a product launch often hinges on its social media presence. Recognizing this, the organizers had set up the perfect backdrop for influencers and guests to create engaging content. The room buzzed with activity as attendees captured photos and videos, eager to share their experience with their followers.
This strategic move ensured that the launch event would have a life beyond the physical space of Ebony Life Place. Each post, each story, each tweet from the Confidence Room would serve as a digital ambassador for Axe, spreading the word about the new Dark Temptation fragrance far and wide across Nigerian social media.
Just when guests thought the night couldn’t get any more exciting, the event organizers had one more surprise up their sleeves. The crowd was treated to an unexpected and electrifying performance by none other than Wande Coal, one of Nigeria’s most beloved musicians.
Wande Coal’s appearance sent waves of excitement through the audience. His dynamic energy and irresistible rhythms perfectly encapsulated the spirit of the Axe brand– bold, captivating, and unforgettable. As he performed his hits, the rooftop of Ebony Life Place transformed into an impromptu concert venue, with guests dancing and singing along.
This surprise performance was more than just entertainment; it was a strategic branding move. By associating Axe with top-tier talent like Wande Coal, the brand positioned itself as a part of Nigerian pop culture, not just another product on the shelf.
The performance created a memory that attendees would associate with Axe long after the event had ended.
As Wande Coal’s performance reached its crescendo, the night sky above Ebony Life Place erupted in a spectacular display of fireworks. The sudden burst of color and light caught guests by surprise, eliciting gasps of delight and awe. It was a fitting finale to an event that had been full of surprises and excitement from start to finish.
The fireworks served multiple purposes. On a practical level, they ensured that the launch event would be visible and talked about beyond the confines of the venue. The sight of fireworks lighting up the Lagos skyline was sure to pique the curiosity of those who weren’t in attendance, generating buzz and word-of-mouth publicity.
Symbolically, the fireworks represented the explosive entrance Axe was making into the Nigerian market. Each burst of light in the sky was a declaration of the brand’s arrival and its intention to illuminate the personal care landscape with its bold fragrances and confident ethos.
Guests were treated to one final surprise. Each attendee was presented with a generous goodie bag, filled with AXE Dark Temptation deodorant sprays and branded merchandise. This thoughtful gesture ensured that the Axe experience would continue long after the event had ended, allowing guests to experience the product in their daily lives.
As guests departed, clutching their goodie bags and buzzing with excitement from the night’s events, it was clear that Axe had achieved something remarkable. In one night, they had not just relaunched product; they had created an experience, a memory, and a talking point that would resonate through Nigerian social circles for weeks to come.
Axe Dark Temptation over the years & across the world
On June 6, 1983, Axe made its debut in France, the European capital of scent design and trade. It was a fitting birthplace for a brand that would go on to redefine the intersection of fragrance and personal care. The initial launch featured three classically masculine variants– Musk, Amber, and Spice. Positioned as “the first eau de toilette for men,” Axe offered something truly innovative: a spray that combined an effective deodorant with a high-quality fragrance.
From these humble beginnings, Axe quickly expanded its reach across Europe. The brand’s product line grew to include not just body sprays, but also antiperspirants, deodorant sticks, and shower gels. In 2002, Axe made its grand entrance into the United States market, shaking up the male grooming category with products that put personality and attraction at their core, while still delivering functional deodorant benefits.
Today, Axe stands as the world’s number one men’s fragrance brand, a proof to its enduring appeal and ability to evolve with changing consumer preferences. The brand has a presence in over 90 countries, helping men across the globe feel confident and attractive. Its largest market is the United States, where Axe Apollo body spray reigns supreme. The United Kingdom follows as the second biggest market, with Lynx Africa holding the title of the country’s most popular male fragrance.
Axe’s journey hasn’t been just about expanding its geographical reach. The brand has consistently pushed the boundaries of product innovation and marketing strategies. In 2021, Axe underwent a global relaunch of its core range, upgrading its body sprays and reimagining its iconic “Axe Effect” campaign. This relaunch reinforced the brand’s inclusive message that attraction is for everyone and between anyone– a philosophy succinctly summarized as “If you’re into it and they’re into it, Axe is into it too.”
The Nigerian and Ghana relaunch of Axe Deodorant, with its star-studded soirée and immersive experiences, is a continuation of this legacy of innovation and cultural relevance. By bringing together elements of music, fashion, and social media influence, Axe has positioned itself not just as a fragrance brand, but as a lifestyle choice for the modern Nigerian man.
The re-launch event in Nigeria also aligns perfectly with Axe’s global mission to give young men an “attraction power-up.” This purpose is underpinned by values of inclusivity, mutuality, and progress, all delivered with a touch of humor– elements that were clearly present in the Lagos launch event.
As Axe makes its mark in Nigeria, it brings with it decades of fragrance expertise. The brand’s commitment to quality scents and constant innovation has been at the heart of its enduring global appeal. Every Axe product is crafted by world-leading perfumers, with millions invested in sourcing the highest quality ingredients from across the globe. This dedication to premium scents without designer price points is likely to resonate strongly in the Nigerian market, where consumers appreciate quality but also value affordability.
Moreover, Axe’s entry into Nigeria comes at a time when the brand is redefining what it means to be a premium fragrance. The recent launch of the Fine Fragrance collection in the US and Europe, developed in partnership with renowned perfumer Ann Gottlieb, showcases Axe’s ability to compete in the luxury scent market. While this specific collection wasn’t the focus of the Nigerian and Ghana soiree, it demonstrates the brand’s upward trajectory and hints at exciting possibilities for the Nigerian market in the future.
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