Axe just made it way harder to overuse its body spray

"For years, we've heard that while people liked the fragrances, Axe's spray could feel too heavy or create too much of a cloud. That feedback made us look closely at the delivery system itself. We realized that improving the user experience wasn't just about messaging, it required updating the spray technology."

"Axe has always been part of the cultural conversation around guys doing too much, and for years that included how our body spray was used. The chronic overspraying of Axe's old product was influenced by a few factors of the bottle's design. The formulation of the spray, combined with the design of the bottle's valve and nozzle, resulted in a thick, diffused cloud of fragrance."

Axe body spray has become a cultural phenomenon among American teenagers since the 1980s, known for excessive use that inspired internet memes. The brand's signature scent became synonymous with adolescent overuse, prompting Axe to acknowledge this reputation through its "History of Overdoing It" campaign launched in February. The company identified that chronic overspraying resulted from design flaws in the bottle's valve and nozzle combined with the spray formulation, which produced thick, diffused fragrance clouds. To address consumer feedback about the product feeling too heavy, Axe developed new spray technology to improve the delivery system and user experience while maintaining the fragrance quality.

Read at Fast Company