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

We sent influencers bespoke ‘Bathsculinity Discovery Kits’ for them to explore and share with their followers. 

This sparked further conversation about cultural norms and expectations for men in the self-care/grooming space.

We even found ourselves in the Urban Dictionary.