# Attraction-Building Fragrance Ads Fit Check by AXE Speaks to Gen Z Men and Women Alike By Laura McQuarrie | Published 2024-03-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fit-check-by-axe References: [adweek](https://www.adweek.com/creativity/axe-woos-gen-z-women-in-surreal-ad-starring-coi-leray-and-metro-boomin/) & [youtube](https://www.youtube.com/watch?v=LkqVWygNLYc&ab_channel=AXE)  Fit Check by [AXE](https://www.trendhunter.com/trends/smells-like-a-date), starring diamond-certified producer [Metro Boomin](https://www.trendhunter.com/trends/axe-1) and platinum-selling artist Coi Leray, is the first installment in the brand’s 'Smell Finer. Get Closer' campaign. In the 30-second spot, people are transported to a dreamy setting after catching a whiff of AXE Black Vanilla. Over the last few years, the iconic men's grooming brand refreshed its image to target [Gen Z](https://www.trendhunter.com/trends/fine-fragrance-collection) and AXE is solidifying its stance by strategically shifting its messaging to include Gen Z women, uniting both genders by underscoring scent's power in attraction. This inclusive approach not only broadens the brand's appeal but also champions real, face-to-face experiences in an increasingly digital world. AXE is set to launch this new spot during National Basketball Association games in March, and during major sports and entertainment broadcasts. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 73% | Activity: 88% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Inclusive Fragrance Campaigns:** Capturing the attention of both Gen Z men and women through scent-driven ads and experiences. - **Gen Z Targeted Brand Refresh:** Embracing a strategic shift in marketing to resonate with the younger demographic in a digital age. - **Multi-gender Scent Messaging:** Unifying both genders by showcasing the power of scent in attraction and connection. ### Sectors Adopting This - **Beauty Industry:** Opportunity for fragrance brands to enhance inclusivity and connectivity in marketing strategies. - **Marketing and Advertising:** Potential to explore new approaches in targeting Gen Z consumers through engaging scent-focused campaigns. - **Sports and Entertainment:** Intersection of fragrance advertising with major sports and entertainment platforms for broader audience engagement. ## Related on Trend Hunter - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Male Grooming Artist Collaborations](https://www.trendhunter.com/trends/whaxe-pack.md) - [Gen Z Grooming Products](https://www.trendhunter.com/trends/lynx-sunset-fresh.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Scent-Infused Apparel](https://www.trendhunter.com/trends/stealie-hoodie.md)