Axe collaborates with hip-hop stars for fine fragrance range

Axe has debuted two limited-edition cans designed by independent agency Sunhouse in collaboration with The Martin Agency, an American advertising agency. The two big names involved are music producer Metro Boomin and rapper Coi Leray. The launch of these limited-edition products underlines Axe’s endeavour to make its brand more culturally relevant, with the partnerships hoping to improve its connection with Gen Z. James Giles, executive director at Sunhouse, explains that his team is “ecstatic” about how involved the music artists were with the product design, saying that “infusing their personal touch” will allow the brand to “tap into the cultural powerhouse” that is Gen Z. Both cans feature an illustrated portrait of the artist with their vibrant and individual flare incorporated into the symbols.