We were invited to experience the relaunch of Axe on Wednesday in the sophisticated Churchill’s in Melrose Arch.

The 33-year-old brand, famous for revolutionizing the male fragrance category and for its iconic advertising, is redefining the category again.

Stereotypical views of masculinity are changing and modern masculinity is taking centre stage.


“We believe that men are their most attractive when they embrace their own individuality and that is why Axe is liberating the South African Man from the stereotypical ideals of the past, helping him become the most attractive man he can be by encouraging each and every guy to Find Your Magic,” says Ryan Fauconier,  Axe Brand Manager, South Africa.


Launched in August 2016, the AxeFind Your Magic’ campaign encourages men to ignore stereotypes and express their individuality – no matter what it looks like.

The Axe ‘Find Your Magic’ campaign is driven by research, developed through work with over 3,500 men in ten countries which shows that despite social progress, men still feel overwhelming pressure to conform to masculine stereotypes — and that male confidence is shockingly low.

Finally, someone is tackling and leading this talk which we believe is important for men the same way that the #BlackGirlMagic and feminist movements have been important for women and the ideas around race and femininity.

Axe 1

The ‘Find Your Magic’ campaign inspires guys to celebrate their individuality, reject archaic, stereotypical notions of male attractiveness, and gives them the tools and inspiration they need to work on their original style.



This was presented so well at their media launch with Dion Chang doing a keynote on how the masculine idea has been challenged recently in pop culture in a big way. Destiny Magazine’s Asanda Sizani headed up a panel discussion with the brand’s manager as well as their three new key influencers. Sizani wasted no time in challenging the brand’s new direction with her first question, “You have been objectifying women for decades, why should we believe you now?”

We also got to see the new look packaging which is sleek and clean. Tell us how you #FindYourMagic and 3 gents could win the new look AXE fragrance.

*All event images by everyday people stories.