# Gen Z Fragrance Campaigns Axe's Fine Fragrance Collection Campaign Stars Lil Baby By Laura McQuarrie | Published 2023-03-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fine-fragrance-collection References: [adweek](https://www.adweek.com/creativity/axe-and-lil-babys-foray-into-fine-fragrances-passes-gen-zs-smell-test/)  [Axe](https://www.trendhunter.com/trends/axe-1) is winning over [Gen Z](https://www.trendhunter.com/trends/fit-check-by-axe) with the new AXE Fine Fragrance Collection and a new campaign starring Lil Baby. The campaign depicts the artist as a fragrance counter representative who mesmerized mall-goers with the power of scent. As a whole, the campaign is helping the brand to usher in a new era with "fresh symbols of luxury," as described by Mik Manulik, creative director at [The Martin Agency](https://www.trendhunter.com/trends/tomcat). This new collection of fine fragrances speaks to Gen Z with deodorizing body sprays that neutralize odors and offer the allure of fine fragrances with sophisticated notes of cedar, patchouli, mint, amber, sage and juniper. In fact, the brand conducted a blind survey and found that "70% of guys said they’d replace their fine fragrance with their favorite scent from the AXE Fine Fragrance Collection." ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 78% | Activity: 84% | Freshness: 15% - Audience gender: 90% men, 10% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Gen Z Fragrance Preferences:** Leveraging the preference of Gen Z for fine fragrance and deodorizing body sprays with sophisticated notes to disrupt the fragrance industry with new offerings. - **Celebrity Endorsements for Fragrance Campaigns:** Employing popular artists like Lil Baby to represent fragrance collections and enhance engagement with younger audiences to disrupt the advertising industry. - **Blind Surveys for Product Promotion:** Using blind surveys to create demand and convince customers to replace their current fragrance with preferred scents from new product collections to drive disruption in the market research industry. ### Sectors Adopting This - **Fragrance Industry:** Innovating with deodorizing body sprays and sophisticated notes to meet Gen Z preferences and win market share from traditional fragrance offerings. - **Advertising Industry:** Collaborating with popular artists to create unique and engaging fragrance campaigns to win over Gen Z audiences and disrupt the traditional advertising industry. - **Market Research Industry:** Leveraging blind surveys to study consumer preferences and create demand for new fragrance collections to disrupt traditional market research techniques. ## Related on Trend Hunter - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Gen Z Grooming Products](https://www.trendhunter.com/trends/lynx-sunset-fresh.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Male Grooming Artist Collaborations](https://www.trendhunter.com/trends/whaxe-pack.md) - [Refined Body Spray Scents](https://www.trendhunter.com/trends/lynx-fine-fragrance-collection.md) - [Cologne Refund Programs](https://www.trendhunter.com/trends/logne-forgiveness-program.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Youth-Friendly Non-Irritating Fragrances](https://www.trendhunter.com/trends/everedens-new-scent-category.md)