For decades, AXE had been there to help guys be and feel more attractive, famous as the brand that helped them get ahead in the mating game. But in today’s world, attraction is a game of equals and our guys were outgrowing this old-school definition of dating.
We needed to reinvent the brand. It was time to tell our guy the truth: The magic isn’t in the can, it’s in you. The most attractive man you can be, is yourself. Just work on that. Find Your Magic is our rallying cry - calling on guys all over the world to embrace their individuality becoming freer and more attractive as a result.
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