AXE
The Finest Fragrances
A scent-led retail idea designed to turn a routine deodorant purchase into a more personal fragrance discovery moment.
Art Direction
Retail · Digital · Shopper · Microsite
Client need
Give shoppers a reason to stop and engage in a category where purchase can be fast and habitual.
Creative response
Reframe deodorant as fragrance discovery, using scent cues and interactive sampling to make the experience more personal.
Solution
A premium scratch-and-smell system supported by digital promotion and a microsite for promotional entry.
THE WORK
The Finest Fragrances
A dark, premium visual system paired with scratch-and-smell interaction to make AXE Fine Fragrance feel more sensory and exploratory at shelf.
A linked microsite supported the digital promotional code and provided a non-purchase method of entry, keeping the legal path simple and connected to the shopper experience.