Axe revives Y2K scents with a gentler spray for Gen Z nostalgia

Axe will bring back three of its former flagship scents—Kilo, Touch and Anarchy—for a short run, pairing them with a new spray technology that reduces the strong cloud traditionally associated with the brand. The launch is supported by two digital video spots in which men apply the spray lightly, prompting their female partners to comment positively before the ads cut to the men’s younger, geekier selves, underscored by the tagline “You got better.

So did we.” Dolores Assalini, Axe US leader, explained the strategy is to capitalize on Gen Z’s appetite for Y2K-style nostalgia, a trend also seen in Dove’s Grammy campaign and Gap’s denim revival. Research from Morning Consult shows Axe’s favorability among millennials and Gen Z has stayed steady since 2022.

The brand is also collaborating with creators such as Melissa Kristin, Jenna Barclay, Kevin Crow and Angie Cocuzza, who are producing early-2000s-themed comedy sketches that poke fun at overspraying. Assalini acknowledged the brand’s past role in encouraging heavy use and said the new formula reflects a change.