AXE® helps teens “Smell Ready” for an unpredictable dating scene

AXE® helps teens “Smell Ready” for an unpredictable dating scene


Russell Westbrook and crew of 10+ creators produce their own takes on “Smell Ready”   

ENGLEWOOD CLIFFS, New Jersey, Aug. 3, 2020 /PRNewswire-HISPANIC PR WIRE/ — As social distancing continues to be the new norm, teens are finding that they’ll need to continue to adapt to a new and everchanging lifestyle. Their daily routines have been turned upside down and social distancing has made dating and social experiences basically impossible, not to mention totally awkward. And while teens are turning dates virtual with Zoom and Facetime, it’s clear that screen-mediated relationships aren’t cutting it, with more than a third of Gen Z reporting loneliness, and less than 25% feeling connected to others under stay-at-home orders.* AXE gets it and is stepping in with the help of Russell Westbrook and a crew of social influencers to address this tough situation so teens can feel comfortable transitioning to this new dating scene in a safe way.  

It’s only natural that guys are feeling nervous to reengage with others given the added pressure of new social-distancing dating rules like appropriate mask etiquette. That’s why AXE created a light-hearted take on navigating this new attraction landscape with the campaign “Smell Ready” and enlisted the help of Russell Westbrook and content creators like Donte ColleyKenny KnoxMytypolifeKing BachSalice Rose and others to share their own relatable takes. 

“I’m always looking to inspire the youth and help them find their confidence,” said NBA All-Star and fashion enthusiast, Russell Westbrook, “That’s why I’m happy to partner with AXE in their mission to help teens feel confident when they’re ready to step back out into the world. ” 

“AXE is here to help make the transition to this new age of dating a bit easier with a range of fragrances that will help them smell ready and get back out there with a new sense of confidence. We’re a brand that’s always been about helping guys feel attractive and confident. We want to help teens connect IRL again, but in a fun and safe way,” said Mark Lodwick AXE US Brand Director. “We’ve always used relevant content and partners to connect with our guy – from Netflix’s Sex Ed, Teen Vogue’s Virtual Prom and now to Russell Westbrook. Even with today’s unprecedented social climate, AXE continues to look for ways to breakthrough and inspire teens.

A combination of the brand’s new and classic products will be highlighted throughout the campaign. This year, the brand introduces its AXE Light Scents body spray collection (now with essential oils) and a full suite of new body washes to keep guys looking and feeling their best.   

To learn more about AXE and Smell Ready, visit, #SmellReady, or follow @AXE on Instagram, Facebook, Twitter and YouTube.    

Caitlin Gronski   

GWI Coronavirus Research, April 2020: Series 8 – Health*  
Consumer sentiment is evolving as countries around the world begin to reopen“, McKinsey Report, June 5, 2020*  

About AXE®   
AXE, the No. 1 men’s fragrance brand in the world*, champions confidence for guys by helping them look, feel, and smell their best while navigating the attraction game. With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE gives guys the tools to feel confident, self-assured, and attractive to the world around them. Visit AXE at and follow us on Twitter, Instagram, Tumblr, and Facebook to get access to exclusive content, special promotions, and more.   

About Unilever North America   
Unilever is one of the world’s leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. In the United States and Canada, the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Breyers, Degree, Dollar Shave Club, Dove, Hellmann’s, Klondike, Knorr, Lever 2000, Lipton, Love Beauty and Planet, Magnum, Nexxus, Noxzema, Pond’s, Popsicle, Pure Leaf, Q-tips, Seventh Generation, Simple, Sir Kensington’s, St. Ives, Suave, Talenti Gelato & Sorbetto, TAZO, TIGI, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.     

Unilever’s Sustainable Living Plan (USLP) underpins the company’s strategy and commits to:   

  • Helping more than a billion people take action to improve their health and well-being by 2020.  
  • Halving the environmental impact of our products by 2030.  
  • Enhancing the livelihoods of millions of people by 2020.     

The USLP creates value by driving growth and trust, eliminating costs and reducing risks. In 2018, the company’s Sustainable Living Brands grew 69% faster than the rest of the business, compared to 46% in 2017.   

Since 2010 we have been taking action through the Unilever Sustainable Living Plan to help more than a billion people improve their health and well-being, halve our environmental footprint and enhance the livelihoods of millions of people as we grow our business. We have already made significant progress and continue to expand our ambition – most recently committing to ensure 100% of our plastic packaging is fully reusable, recyclable or compostable by 2025. While there is still more to do, we are proud to have been recognized in 2018 as sector leader in the Dow Jones Sustainability Index and as the top ranked company in theGlobeScan/SustainAbility Global Corporate Sustainability Leaders survey, for the eighth-consecutive year.    

For more information on Unilever U.S. and its brands visit:    
For more information on the USLP:  

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AXE® helps teens “Smell Ready” for an unpredictable dating scene