The AXE Effect. That is the crux of the Axe brand. The dream. The promised land. Alas, like all things in advertising, the AXE effect is just that; advertising. The hope and promise that using Axe deodorant would make women swoon all over you.
Reality, of course, is a harsher critic, and while Axe deodorants do not make you more attractive to the opposite sex, they are definitely a fine, good value, multipurpose deodorant. The fact that the come in over 7+ varieties means that you can choose one according to your requirements, whether it be the office grind, the weekend blast, or the party night(ummm. that sounded a bit too Axe-ish.).
Anyway, let’s get onto the review now.
1. Bottle Design
For the past couple of years, Axe has been using a twist to open bottle design, which is a good change from the regular cap removal system. There are a couple of benefits of this; firstly, there is no chance of loosing the cap and accidentally having the can spray itself when it is packed. Secondly, there are a couple of seals which need to be broken before the spray can be used. Hence, it is easier to pick out an unused bottle at the store, by gently pressing the sides of the spray lever. If it does not budge by more than a few millimeters, the bottle has not been used.
2. Range and Fragrance Quality
The Axe range I could find in India comprises around 13-15 fragrances. Having been fortunate enough to try many of them, I hereby present my findings on each:
a. Axe Dark Temptation: The so called’Chocolate’ deodorant. It claims that it will make you smell like chocolate. It does not smell like chocolate. Instead, it presents a spicy top note with a creamy, vanilla-esque base note which lingers long after the spicy flavours have dissipated.
Recommended Usage Pattern(RUP): Daily Use, Evening Party, More an autumn to winter scent.
Verdict: It is a very versatile scene, fairly strong yet pleasing to most people. 9/10
b. Axe Denim: Very Denim, manly scent, i.e. smells like musk plus regular old spice aftershave mixed together. Could be very strong for some people. Longevity is also high.
Recommended Usage Pattern(RUP): Sports and Gym, Summer Time.
Verdict: While some like its strong manly scent, I find it overpowering. 5/10.
c. Axe Click: A milder sort of fragrance, Axe Click smells citrusy, but not so much as a Cinthol Lime Soap. It combines that top note with a earthly, warm base note. But the overall effect is of a cooling scent. It may be too mild for some.
RUP: Very good daily deodorant for office. Summer Time. Evening Out.
Verdict: An understated Axe fragrance. May not be strong enough for all. But I like it. 7.5/10
d. Axe Marine: Like the can says, it is a cooling scent. They claim it smells like sea breeze, I say it smells sort of like a very budget Davidoof Cool Water. It is stronger than Axe Click.
RUP: Good Daily Deo. Summer Time. At a Pinch, for Gym, Outdoors.
Verdict: For many, this is a very good balanced deo for summer. 7/10
e. Axe Provoke: Characterized by its violet bottle, Provoke claims to associate itself with Male Sensuality. To me, it is a big load of rubbish. The scents are just overpowering and smell like ponds talcum powder mixed with old spice and a hunt of garbage. Seriously, I hate it
RUP: Never, unless you want to repel people
Verdict: Scents like this give Axe a bad name. 0/10
f. Axe Apollo: Associated with space and all that jazz, Apollo is more like a pleasant blend of peach plus citrusy fruits on a cool base. But it is a very mild scent and may not stand up to hard use for a hot summers day which induces sweat.
RUP: Evening Night Out. Cooler Climate. Air Conditioned Office
Verdict: An inoffensive, yet strangely compelling scent. Too mild for many. 7/10
g. Axe Wild Spice: Spicy deo? Why not! Wild Spice smells of spices at the top, with a sharp tangy scent which may not appeal to some, but which I find nice. May be too prominent for office use. The base note is wood, and provides a warm flavour for the senses.
RUP: Winter Time. Night Out. Outdoors.
Verdict: Wear if you can pull it off. Is a distinctive scent. 7.5/10
h. Axe Dimension: This is a very industrial and artificial smelling deo. Yet a lot of people seem to like it. Personally, I feel it smells like the cheap deos you get at your local Chinese bazaar. Not really memorable for me.
RUP: Daily use, I guess. NOT to impress a date / dinner party / job interview.
Verdict: A forgettable Axe Scent while smells like many cheaper scents. 3/10
i. Axe Musk: A classic. Smells like almost every other musk scent out there, which is not necessarily a bad thing. Has very good longevity and is durable enough to last a morning to evening stint.
RUP: Gym, Sports and Outdoors, First Date
Verdict: A classic masculine scent. Nice and strong, perhaps too much for office if used liberally. 7/10
j. Axe Inxtinct: Forget the bad spelling, this is a true blue manly Axe Scent which you do not find too easily. They say it smells of leather and whatnot. I say it smells tangy with a hint of cirtus at the top, with a slightly sweet and warm, almost creamy base note. Very good longevity and sophisticated.
RUP: Almost anything, anywhere, anytime
Verdict: My favourite Axe scent along with dark temptation. 9/10
k. Axe Recover: Wanted a pure citrusy, almost Cinthol Lime scented Axe deo. This is the one to have. It is a pleasing, tangy scent and is the prefect pick-me-up scent for summer.
RUP: Summer days, Outdoors, Summer Evening Dinners.
Verdict: This is tailor made for summer. Would not recommend for winter. 8/10
3. Longevity, Additional Features:
As stated above, the different flavours have different levels of longevity. No, none would last an entire 24 hours. No deodorant ever does. But then, if it can last from morning till evening, I consider it well done. Depending on your usage pattern, each will last for different time periods. I have listed below in descending order, the scents with longest to shortest longevity(how long the scent lasts):
Denim, Musk, Wild Spice, Dimesion, Inxtinct, Recover, Dark Temptation, Marine, Provoke, Click, Apollo
As for additional benefits, well there are none. Axe does not have an antiperspirant deo, not does it claim to be soft on the skin. However, It is tailor made for hot indian conditions as the scents have a distinctive aroma and seem to last long, even in extreme temperatures.
Price and Value: For a 150ml can, almost all Axe dros are priced between Rs. 150 - Rs. 165. That puts them at the same price range as most masss market deodorants, but since you do not have to spray too much of it to get a good scent going, you can make a can last long.
With usage once a day, I could get a can of Axe to last around 40 - 50 days. For me, that represents decent value.
Conclusion: Axe seems to be a well received brand in India. But it is not for the reason that it will make you attractive to women. No, it is in fact a well made, good value product whose scents seem well suited to the Indian climate. And for that, it deserves its success. A good, no-nonsense buy.