A New Series for Men's Styling and Hair Care Needs

In March 2016, the "AXE BLACK" series was launched, targeting men in their 20s who prefer a natural and understated fashion style. In 2017, five new styling and hair care items were added to the lineup, and by broadly meeting the styling needs of men seeking natural, understated styles, the series gained popularity.

Now, from the popular AXE series, comes the "AXE GOLD" grooming series, designed to meet men's styling needs for a "clean finish with natural shine," and to address the significant hair concerns of about 40% of men in their 20s: "scalp greasiness and odor care."

The "AXE GOLD" series offers a total of seven products. These include "Axe Gold Silky Wax," "Axe Gold Classic Jelly," and "Axe Gold Super Hard Spray" for creating a clean, sophisticated, and shiny style. Also available are "Axe Gold Anti-Grease Shampoo" and "Axe Gold Anti-Grease Treatment" to care for greasiness and odor, leaving hair manageable and resistant to flattening. In addition, the lineup features "Axe Fragrance Body Spray Gold," which allows you to wear AXE's signature sophisticated fragrance, and "Axe Fragrance Body Soap Gold," offering rich lather, easy rinsing, and AXE's authentic scent. All products in this series feature a subtle woody vanilla fragrance. The packaging has also been refreshed with a luxurious design, making it an attractive addition to any room or bathroom.

New TV Commercial "AXE GOLD RELEASE OF GOLD" Airs Nationwide from Monday, March 19

The theme is "Find Your Magic." Actor Go Ayano, who embodies the theme's message of maximizing one's own charm, stars in the TV commercial. In the ad, as if symbolizing liberation from societal constraints and rules, Go Ayano is illuminated by a golden light in the darkness, showcasing powerful and dynamic movements.