Skip to content

AXE® Helps Guys Stay Fresher Under Pressure with “You’re Gold” Campaign

Let’s be honest, we all have things in life that make us sweat. A date? A chem final? Track tryouts? Your band’s first gig? You name it, everyone’s felt the pressure. These moments are unavoidable, so step out of your comfort zone, tackle them head-on and stay fresh with new AXE Gold.

The latest product collection from AXE is designed to help guys stay fresher under pressure in those pivotal moments. Featuring three new lines – Gold, Gold Fresh and Gold Original – and a range of benefits like 48-hour odor & wetness protection, and technology to prevent white marks and yellow stains on clothing, guys can keep their style fresh and confidence on point.

The “You’re Gold” campaign extends the AXE Find Your Magic point-of-view, which knocks the one-size-fits-all idea of what a guy “should be” and other confidence killers that make guys feel less than “gold.”

Since seeing truly is believing, three new commercials – Epic Trip, Hanging High Five and Rush Hour, created by 72andSunny – highlight just a few of those everyday situations where guys can stay fresher under pressure with AXE Gold and confidently do their thing.

AXE also presents its gold squad – a group of beloved musicians, athletes, gamers and creators – who will see if they can keep their cool when the pressure is on. The squad is stacked with boundary-pushing badasses, including rapper Lil Yachty, pro basketball player and multi-hyphenate entertainer Brandon Armstrong, YouTuber Markiplier and recording artist Danny Ocean.

With the help of select other creators rallying fans around them, the squad and AXE will show guys that they can confidently go into any situation because they’ll have the tools to stay fresh.

“My music is all about staying positive and being yourself,” says rapper Lil Yachty. “We’re all gold, but it’s hard to always remember that when the pressure’s on. This project with AXE is about staying fresh when the pressure is heavy. Forget the naysayers and own it.”

Fans across the country will also get a chance to trial AXE Gold on the AXE Goldmobile, the brand’s first-ever sampling mobile, which will give out free (yes, FREE) AXE products at high schools and events across the country.

To learn more about AXE Gold, visit Follow @AXE on Instagram, Facebook, Twitter and YouTube, and share your #YoureGold moments with us.

About AXE® AXE, the No. 1 men’s fragrance brand in the world*, champions individuality and self-expression by encouraging guys to embrace their personal style. 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 express what makes them unique, authentic and ultimately 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.

*Source Euromonitor International Limited; Beauty and Personal Care 2017 edition; as per Men’s Deodorants & Men’s Fragrances retail value sales combined; UBN; 2016 data; Lynx includes all AXE/Lynx/Ego sales

About Unilever United States, Inc.

Unilever is one of the world’s leading suppliers of Food, Home Care, Personal Care and Refreshment products with sales in more than 190 countries and reaching 2.5 billion consumers a day. In the United States, the portfolio includes brand icons such as Axe, Ben & Jerry’s, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Seventh Generation, Simple, St. Ives, Suave, Sir Kensington’s, Talenti Gelato & Sorbetto, TAZO, TIGI, TONI&GUY, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Unilever employs approximately 8,000 people in the United States – generating more than $9 billion in sales in 2016.

The Unilever Sustainable Living Plan 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. The company’s sustainable living brands are growing 50% faster than the rest of the business and delivered more than 60% of the company’s growth in 2016.

Unilever was ranked number one in its sector in the 2017 Dow Jones Sustainability Index. In the FTSE4Good Index, it achieved the highest environmental score of 5. It led the list of Global Corporate Sustainability Leaders in the 2017 GlobeScan/SustainAbility annual survey for the seventh year running. Unilever has pledged to become carbon positive in its operations by 2030.

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