Context: - Men’s shower gel market is growing fast, fragrance is the #1 purchase driver for men. - Gap in market: current options are either low-quality mass scents or expensive premium products.
Brand Situation: - AXE enters with fragrance-first shower gel, launching 2 variants: Blue Lavender & Golden Mango. - Positioned as high-quality fragrance at an accessible price.
Objective: - Build awareness as the go-to fragrance brand in men’s shower gel. - Drive trial and new customer acquisition. - Establish AXE as a fragrance leader in men’s grooming.
