The 'Axe Effect' Is Reborn for Gen Z as Pheromones of Joy

The brand's collaboration with The Martin Agency points to a modern refresh

When tackling today’s dating landscape, marketers would benefit greatly from ditching antiquated, often sexist depictions of allure— especially if they hope to gain favor with today’s generation of progressive young adults. To see such consideration in action, one only has to peek at Axe’s latest campaign, which playfully dives into the boundless nature of modern attraction.