Who would have thought that a revolution in teenage grooming could be launched in a small, black aluminum can? Apparently Unilever, the company behind Axe body spray, did. Four years ago, the London- and Rotterdam-based company introduced the product into the U.S. and changed the personal-care habits of a generation of American adolescent boys. Helped in large part by a humorous advertising and marketing campaign implying that users of the fragrance would be swarmed by adoring females, Axe virtually single-handedly created the market for teen-male body sprays.
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