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With Axe finding its sweet spot with Generation Z men, its latest marketing effort looks to expand that reach to Gen Z women. The brand recruited two of the generation’s biggest music stars—diamond-certified producer Metro Boomin and platinum-selling artist Coi Leray—with the latter becoming the first woman to lead an Axe campaign.
Both Boomin—who recently made history when his song “Sunflower,” from the Spider-Man: Into the Spider-Verse soundtrack, became the first single ever to hit double diamond status—and the “Players” rapper bring their star power to “Fit Check,” the first installment in the brand’s “Smell Finer.
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