After years of struggling to stand out in the crowded Shower Wash category, Axe needed something that was equally disruptive and culturally relevant.

We proposed a solution they'd never considered: BATHS. And not just baths, but baths as a means for men to defiantly assert themselves in the face of traditional conventions of masculinity.

Introducing:

BATHSCULINITY

INFLUENCER KITS & SOCIAL RESPONSE

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We even found ourselves in the Urban Dictionary.

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