New AXE Fine Fragrance collection: the scent you can’t get out of your head!

The fragrances of the collection were created by renowned perfumers, with the aim of competing with the most expensive perfumes in terms of fragrance experience.

“2025 is a truly exciting year for us, as the AXE Fine Fragrance product line is a very important strategic element of the brand’s future. We believe that premium fragrances have a right to exist in the domestic market as well, and we trust that with these products we can further strengthen the commitment between our target group and the brand.”

says Emília Thullner, AXE’s Hungarian brand manager.

The authenticity of the message is also supported by an official domestic blind test, which was prepared specifically for the arrival of the product line, and in which the scent of AXE Blue Lavender was liked by a significant majority of respondents, compared to the well-known Ralph Lauren Polo Blue perfume.

The power of authentic reaction: blind test campaign with influencers and civilians

As the first step of the introductory campaign, AXE compared its fragrance with a premium competitor in front of the cameras in a blind test. The experiment was filmed with the participation of well-known influencers and ordinary people, in complete secrecy, the participants did not know which brands’ fragrances they were testing. The reactions were truly honest and surprising – this was captured in the first video content of the campaign, which is currently running on digital channels.

“It was an exciting challenge to organize a shoot where the participants knew nothing about what exactly they were taking part in. We wanted to authentically demonstrate that the fragrance is truly unique and special – and that it competes with well-known perfumes.”

Gergely Kölcsei, founder of Tomorrow Advertising Agency, responsible for the creative execution of the campaign