And so much of what you perceive when you smell something is driven by what you see,” fragrance developer Ann Gottlieb told HYPEBEAST. “People smell with their eyes and their brains before they smell with their nose. “People smell with their eyes and their brains before they smell with their nose.” And sometimes it results in Yankee Candle’s 2012 Man Candle collection, which included scents like “ Man Town” and “ Riding Mower” that “even the manliest, masculine man will enjoy.” (Yankee Candle did not return HYPEBEAST’s request for comment.) Sometimes that results in a blockbuster fragrance like Le Male. There is no scent or note that is inherently masculine or feminine, and our conception of what smells are appropriate for men versus women is more dependent on changing cultural norms than a fixed standard.īut gender can be a crucial overlay that brands can play with to tell a particular story or reach a particular market. It is available globally with the exception of North America, China and India.Does the actual scent of Le Male capture a decidedly male essence? That depends what you think a man should smell like.
#Black axe cologne full#
The full Axe Black line includes deodorant body spray, deodorant stick, roll-on, antiperspirant spray, shower gel, shampoo, gel foam and clay tin. “Axe has a long history in the music space – it’s something our guys and girls are passionate about – so we’re excited to partner with such incredible talent and present our first full music video.” “Axe has always pushed itself – and with Axe Black, we’re again stepping into new territory,” says Tomas Marcenaro, Axe Global VP. The new version and its accompanying video celebrate the power of quiet calm in a chaotic world. Cutting through the chaosįurther supporting its new subtle style, Axe Black has collaborated with British singer Novo Amor and world-renowned production company Academy Films to create a music video for an understated cover of the rock anthem, ‘Welcome to the Jungle’, a song originally recorded by hell-raising band Guns N’ Roses. It achieves a sleek and sophisticated aesthetic through a monochrome, matte-black finish with graphics noticeably absent and the text minimal.
The packaging was designed to mirror the understated, yet modern masculine fragrance notes of the range.
In constructing Axe Black, we created a fragrance masculine at its core, but in an elegantly balanced way so that one note does not overwhelm the others.” The result is a light, refined scent which, as Ann says, “certainly isn’t your father’s fragrance. The new Axe Black range has a fresh, woody fragrance developed by Ann Gottlieb, one of the world’s best perfumers. Axe Black represents a significant new approach for the brand, evoking a sleek sophistication, while retaining the energetic and youthful spirit of Axe.
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