AXE and LYNX give the body spray can an expensive makeover
Agency LOLA Madrid takes aim at fragrance snobbery with an over-the-top holder designed to make AXE and LYNX look as premium as they smell.
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AXE, known as LYNX in the UK, has unveiled The AXE Holder, a deliberately extravagant bottle designed to house one of its body spray cans.
Created by LOLA Madrid, the campaign pokes fun at the way fragrance is judged by its packaging and price before anyone has smelled it.
The holder gives the familiar spray can the sort of treatment normally reserved for premium fragrance. It is ornate, oversized and completely unnecessary, which is precisely the joke. AXE and LYNX want people to look again at what is inside the can, rather than dismissing it because of the packaging.
Body spray cans carry baggage, while elaborate bottles and high prices are often treated as signs of quality. AXE and LYNX say blind testing tells a different story, with their fragrances performing as well as, or better than, scents retailing for around £350.
Credits
View on- Agency LOLA/Madrid
- Production Company Blue Horizon
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Credits
View on- Agency LOLA/Madrid
- Production Company Blue Horizon
- Chief Creative Officer Tomas Ostiglia
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Credits
powered by- Agency LOLA/Madrid
- Production Company Blue Horizon
- Chief Creative Officer Tomas Ostiglia
The campaign copies the visual language of luxury fragrance and pushes it into absurdity. The holder gives the can all the drama expected at the top end of the category, while leaving the product inside unchanged.
Caroline Gregory, Global Brand Director for AXE and LYNX at Unilever, said: “AXE and LYNX have always had a sense of humour, but fragrance is something we take seriously. The joke only works because the product can back it up. Blind tests show our fragrances can perform as well as, or better than, products that retail for around £350. The holder lets us make that point in a way that feels true to the brand.”
Tomás Ostiglia, Chief Creative Officer at LOLA Madrid, added: “The AXE and LYNX Holder is a completely unnecessary and very fancy accessory. That is exactly the point. We are having fun with all the things the fragrance world tells us are needed to make something feel premium. A lot of people do not realise that the perfumers behind AXE and LYNX also create some of the world’s most expensive fragrances, so we wanted the outside of the can to catch up with what is already inside.”
The AXE Holder and LYNX Holder will launch in September 2026 across the UK, Australia, Germany, Mexico, Canada, Argentina and other markets. The campaign will include activations and collaborations, with the LYNX Holder available through selected online purchases of LYNX products.
