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The moment Old Spice brought in Terry Crews and had his abs start talking, Axe lost the war.

In my middle school, you had to guard your locker when using it because kids would take Axe, duct tape the spray button down, and then chuck it in your locker and slam it closed if you weren't paying enough attention

My old man refused to buy me AXE as a kid and he got me Old Spice instead. Thanks pops, you a real one.

Internet Old here: I was an RA (resident assistant) in a college dorm when Axe Chocolate came out (2006 ish), and EVERY FRESHMAN BOY got a mini can in their welcome to college box. (The girls got shaving cream.) The guys would freeze the axe cans, knock the caps off, and then leave them on the girls' floor to make "Axe B*mbs," and then the girls would do the same things back with shaving cream. It was a MESS; Axe smell and shaving cream just exploding out of trash cans all over the dorm. I was NOT sad to see that all aerosols were removed from welcome kits by the next year.

always gonna remember that great comment years ago: "Women get to smell like flowers while men get to smell like concepts." or something like that.

I had to live through this. They used enough axe to kill a fucking elephant in there sometimes.

Axe is the nickleback of the cologne world and I'm tired of pretending its not. I love it and I'm tired of hiding it.

the moment a teen boy discovers what flammable means its over for everyone around them

my axe body spray story is that in middle school a kid said that the hallways smelled awful so he sprayed axe VIGOROUSLY and basically gassed everyone in the class. later on we found out the bad smell was weed bc someone snuck it in to the school so the class smelled of weed AND axe body spray

Axe is the Spike TV of cologne

I used to work at a LAN center near a couple of high schools (15-20 years ago), and so we occasionally ended up with customers who smelled utterly noxious - not from fragrances, just the body odour of teen boys who hadn’t learned hygiene yet. Luckily, the boss kept an emergency can of Axe behind the counter for that exact reason, so when those kids came in we’d just sort of vaguely spray the air near them as if it was air freshener, and they were always too distracted by the LAN games to notice. The public perception of Axe had already begin to sour by that point, and I went into that job looking down on it, but it was such a lifesaver that I now kind of have a weird fondness for it? Not that I’d ever wear it myself, but I appreciate that it has a purpose.

we used to have AXE battles in the school hallways, we'd all bring our bottles of AXE and start spraying each other violently, some would even have two and dual wield AXE was later banned in school. NO ONE fell for the "you will get girls" campaign, everyone knew it was a joke, AXE itself was like a very early 00s ironic sort of joke and everyone was on it

Nothing was worse than hearing the locker room door open, followed by metal clinking, and the hiss of an aresol can

I'll never forget the pre-teen flavoured PE lockerroom flamethrower experience.

"You start liking girls and start smelling bad" lmao it really is a cursed combo 😂

AXE never smelled bad, teenage boys just didn't know how to use it in moderation. I said what i said.

The boy with a potato allergy who got fries & chips banned in his school = Villain. The girl with fragrance allergy who got AXE banned in her school = Hero.

Tapout shirt? Check. DC shoes? Check. Axe spray? Double check. Yep, it’s time for 8th grade

"Prepubescent ISIS cell" I just laughed like a deranged hyena for the last twenty seconds.

I want to say, I was just noticing your set background, and it's very well composed, I like the cooler tones for lighting and how you use beige and teal as well as warm lighting on yourself to give contrast, depth, and a sense of pop to everything. While it's something for most people to gloss over and not actively notice, it shows that you clearly put a lot of thought into your framing.

We had multiple assemblies about Lynx when I was in school. Kids setting off alarms accidentally, convincing a mentally disabled kid to spray it into his mouth, spraying it onto your skin until it left a mark (usually until it left a blister), exploding it by hitting it with a loose brick, and using them as flamethrowers. The girls' equivalent was Victoria's Secret body mist, which isn't an aerosol, and they would just spray it so often it was giving people asthma attacks. Of course, this was only a problem when the teachers was having asthma attacks, not the kids.

I love replacing spray paint logos with the Axe logo and leaving my unholy creation in change rooms.

i remember quite vividly how the classclown turned his axe spray into a flamethrower in the gymnastics changing room

A decade+ ago I smoked a bowl in my mom’s basement - first time indulging in it. I was tripping about the smell, so my buddy sprayed a full can of Axe to cover the smell… Obviously this didn’t cover the smell and only made it worse because now it smelled like smoke and a middle school locker room

With Axe vs. Old Spice, I'd say that a big difference in their brand imagery is that Axe comes across as a sort of immature wannabe-masculinity, whereas Old Spice comes across as the "real deal".

Credit where it's due for AXE, the shower-orb loofah thing (the Detailer or w/e they called it) is actually really REALLY good. Having a variable surface for scrubbing harder areas is good, and the rubber body gives it way more grip and control than the kinda loose floppy nature of a usual loofah from a bath shop.

I had a teacher who was severely allergic to strong perfumes and sprays when I was in middle school. She would just lose her voice but this was when Axe was at its peak so she could barely go one day without being unable to talk. I feel bad for her because that’s a rough allergy to have as a teacher who teaches middle schoolers.

I remember my middle school banned aerosol deodorants, claiming it was because it could effect people with asthma, which makes sense but I'm almost 100% sure it was to avoid plaguing the school with the smell of Axe

In high school, every girl always stayed away from guys who wore Axe because it smells SO bad. It might have started as a joke, but it was true that there wasn't a single person who actually like the smell lol.

Using the 6teen music was a power movie!

someone in my middle school popped one of these sprays inside of a locker. A whole hallway smelled like it for weeks.

I remember this. It always baffled me as a guy who wore actual cologne in middle and high school (in the 80s). Tuscany, Fahrenheit, and Drakkar were my jams back then. I remember my nephew kept two cans of Axe in his locker at school but was over the moon when I gave him a big bottle of Cool Water. He quickly got rid of that flavored Lysol.

Lynx in the UK has partially shaken off its secondary-school-gym-changing-room image and has now adopted the secondary image of... Christmas gift sets you get given because the person didn't feel like putting thought into what to get you; you're already at the pharmacy buying tampons and ibuprofen so might as well grab a Lynx gift set whilst you're there so you can cross that off the Christmas list.

I remember watching a classmate of mine attempt to light a fire with a can of Axe. He lost his eyebrows and the start of his mustache. 😂😂

the smell of axe dark temptation mixed with armpit smell after the gym class is unforgettable. at the same time, the girls were using Victoria Secret Love Spell or Pure Seduction

"France... The home of odor" lmao that shit eating grin as you said this really got me

You can say they _axed_ it.

I remember never wearing any body spray until I got to high school, that mid to late 2000s era was completely dominated by Lynx/Axe, I'll always be able to tell the smell of Lynx africa from a mile off. The worst thing about lynx is that it's become a sort of default present in the UK for birthdays/christmas. Typically if an older person doesn't know you very well they'll give you a lynx gift set because they're cheap, but unless you're 12 years old no one actually wants them. I remember leaving high school in 2012 and that felt like it was definitely the turning point for lynx, it was like at that point it was no longer cool to use lynx and pretty much everyone would use a sport antiperspirant. I actually see a lot more teens nowadays using cheap colognes rather than body sprays like lynx, I think a big part of that is influencer culture where everyone wants to be seen as successful, so mimicking their favourite influencers using actual colognes has taken over brands like axe that relied more on traditional advertisements.

Bro HOW did you not mention the "wash your balls" ad campaign lmao. I still remeber that era so fondly

Axe? Old spice? Body spray? Real men use "I grabbed this" first body wash they saw in the store, until it runs out and they resort to using Fairy lemon dish soap, or their wifes strawberry hair regenerator.

Didn't expect Pedro Pascal to be to knowledgeable on axe

"Dude-flavored", oh my gosh- That statement left me in sooooo much pain lol

When Axe Chocolate reached my school; half of the male population managed to get it. The first days it was a novelty, but soon everyone got tired of all that sugar in nostrils and sticky skin (even by indirect contact). But no one wanted to throw them away (some guys had earned the bucks to buy theirs) they kept using them until the cans ran out. And that's how we learned the Sunk Effect under the name Axe Effect

i definitely DIDN'T draw a pentagram with axe and set it on fire.

My favorite part about axe is that not a single woman ive EVER met thinks axe smells good. Every scent is horrendous and sickening lmfao

I once knew a kid who huffed axe just for the thrill. He never was quite the same but he's breath smelt alluring I guess

Just got lured into this video by the yt algo and was sure that this a 5M+ channel just by how well the videos are produced. Kudos! You'll get there in no time when keeping this up! Count me in on the subscribers list.

I was given chocolate scented Axe body spray as a 13 yo and I hated it so much that I refuse to use any scented hygiene products and perfumes to this day, 17 years later.

Hell, I don’t even use Old Spice and their ads are great.

I remember in scouts we would duct tape an axe can to spray and throw it in people’s tents

in Middle School I was very sensitive to colognes and perfumes, they irritated my throat a lot to a degree where I'd cry and cough uncontrollably. So anyways in gym class I had to get changed in the bathroom instead of the changing room. This did not help with my bullying problem.

I remember in this era my parents bought me a pack of BOD thinking it was like a legit fancy cologne thing, by this time though I think everyone was realizing the axe trend was bad and so that pack was never opened. I still have it, maybe I could sell it for a fortune now. Also if you lived through a locker room that was swamped with AXE you probably are immune to everything at this point.

I just checked the German Axe website before watching this video and surprisingly, they still teach people how to apply each product, and I didn't know why. Now that I've watched the video it totally makes sense lmao

My first interaction with Axe body spray was when someone at the church camp axe bombed our shack. They did this because of wasps living inside of the hollowed out AC. That church camp was where I learned that pollen allergies dont mix good with allergies to whatever the hell was in Axe body spray.

Just found this channel, already love how much effort you're putting into your content. Keep it up man, I see big things in your future here on KZfaq.

I did stand up in my school’s talent show in 2016 and one of my main bits was how other teens would try (unsuccessfully) covering up their funk with obnoxious spray ons instead of deodorant. Axe for boys, Bath and body works for girls. The parents in the crowd really loved that one.

My guy friends in school were insane. They used to get bored and spray Lynx on themselves and then set the area on fire. Luckily it would burn fast so only the hair got destroyed but it's a miracle nothing worse happened. Teenage boys are bananas. The female equivalent here was Impulse body spray. Everyone had one of those slim cans, including me :/ The STENCH of all those intermingling sprays in the girl's changing rooms, good lord.

I love how the into music is the theme song for the show 6teen 😂

Using the free Axe Xbox 360 menu theme back in the day made you feel like you were the coolest dude.

Yeah, as a guy from Russia I can confirm: totally no stigma for AXE here. Though I did fall in love with AXE when I was a prepubescent boy (AXE Excite forever in my heart), I still like it today, and both me and my girlfriend really like one of the newest scents you mentioned. Also, don't know if you did that on purpose, but I spotted at least two pictures made in Russia in your video: the more obvious one (a spray can in a hand) and the less obvious (the footage of a guy choosing a deodorant in a shop was taken in a russian supermarket called Magnit).

I actually used to use Axe body spray all the time. I still lie awake at night questioning my past self.

In middle school I overheard one boy swear up and down that if you sprayed Axe directly onto your nipple and let it harden for a minute, then gave it a good flick, your nipple would fly clean off.

my marketing slogan for axe body spray. "Don't axe don't smell."

That axe chocolate ad was the corniest thing, I can't believe it worked for many teens lmao

Axe advertisement makes me feel a lot of very strong emotions, and none of them are positive.

In sixth grade I had a five inch wide three ring binder that fit a standard sized can of Axe inside the loops.

Fun fact: I’ve seen in tips for preparing for an academic poster presentation to avoid using Axe. Fragrance in general is fine as long as it’s not overdone, but _Axe specifically_ is to be avoided. It apparently gives people the impression of trying to cover up the smell of pot.

I remember walking down the hallway next to the gym locker room in high school and needing to hold my breath because a class just got out and the boy's room reeked like a truck full of Axe crashed into the nearest wall. Cologne and perfume work on a bell curve, there is such a thing as too much.

Once Axe pigeonholed itself into appealing to the worst kind of teenage boys and manchildren, it was over for their overall reputation in the market and going "hello, fellow kids" didn't help them at all. Plus, the stuff doesn't really smell good despite improvements made to the formula. Old Spice not only has better ad campaigns, the stuff actually smells good and appeals to far more demographics because it's been around longer. To me, as long as you're not musty, I don't care what you use. Just bathe regularly and use deodorant. Please. It's literally the bare minimum.

I have asthma and a sensitive nose and it was hell in the locker rooms growing up, so much so that i got permission to use the old locker rooms in my school instead of the main ones, i coin Axe as "The Scent of Douches"

honestly, really engaging usually these topics im really into but only make it half-way! but i even transferred this video from my phone to my computer! happily subscribing

Fortunately I was an adult in the mid 2000's and realized that it was expensive cologne or none at all.

Axe is like the Spike TV of men's fragrances.....😂😂

When I was in middle school a kid got an in school suspension for taping an axe body spray bottle so that it was stuck spraying and he hid it behind something in the hallway. I still remember my teacher noticing the smell from inside our classroom and freaking out lmao

Someone killed a spider in summer camp by spraying it with Axe....

I was in high school in the late 2000s and I recall the hallways just reeking of Axe constantly. The guys who used it had no idea everyone was judging them for it. I'm honestly glad Old Spice took the market share back because their products actually smell nice and don't advertise the douchey lifestyle.

I used to use Old Spice as my aftershave starting around 2003. Some of the women I dated really liked my fragrance. Sometime in the early 2010s, I had no idea that Old Spice had been taken over by the frat boys. I told someone that I was out with that I wore Old Spice, and I found out later she was really surprised because she hadn't pegged me as the frat boy type. It was around about that time that I learned about what has been happening with old spice. I tried switching to other classic fragrances like Pinaud Clubman, but eventually gave up and used a cream aftershave, and applied a fragrance separately (presently, Ralph Lauren, Ralph's Club is my default).

That "6teen" motif for the intro is so good. Everyone reminisces on TDI, but not a dang peep about 6teen!

I think this is the first new channel I've subscribed to in a decade

At a certain point, going with a new brand is probably the best way to shake the stigma. What happened with Old Spice first required decades of having dropped out of public favour / mindset. I doubt any business is willing to wait that long to then be able to reshape the image of their product's brand.

I had an old bottle of Axe spray I hadn't worn in a long time. A week later, BOOM. I have a boyfriend. Turns out this stuff works on gay men once you let it age a couple years. 😂

I remember axe-sponsored flash games, from the middle of Flash's golden era. It was weird, but fun.

There's no axe stigma here on Brazil, can confirm. I use it myself, actually.

Here in the UK it's well known as the gift you don't want to get for Christmas and yet you'll get it no matter what.

Why do family members still buy me this in my thirties?

It's wild how underrated you are

We had an art teacher that had an allergy to the stuff, got her all sniveling and teary eyed. A couple of boys from my class started to stealthily spray it during lessons in an attempt to hospitalise her. Teenagers are horrible people.

The chocolate axe was banned at my middle school because it was a literal stick bomb

Going from cheap sprays to real cologne was one of the most game changing moments of my life. When you have nice cologne, you can dress however you want, and everyone will still compliment you. It's wild.

Irony: naming your product "axe" and it being used as a weapon

The Highschool locker room was awful - that mix of sweaty football gear and axe os something i never want to smell again.

Axe would've done fine if they just followed Chris-Chan's advice and put a label on their cans saying it was for STRAIGHT MEN ONLY

I remember how the changing rooms used to smell in 10th grade, worse than a spray paint factory.

they had those damn gift sets that parents and grandparents would gift...

Huge props to the Old Spice marketing team for both the content of the ads and for casting Isaiah Mustafa and his ridiculous amount of charisma.

i once saw a screenshot of an axe account (maybe it was a twitter account?) telling people how to use axe and it went a bit like "say 'axe' when you spray axe" and then it said something about how this amount is just enough to be sufficient the screenshot also had a response to this post, saying something like "where was this thing when people were spraying their whole bodies with axe"

I literaly got an ad about Axe 20 minutes through a video about Axe ,what the hell.

Someone in my high school drama class used so much Axe spray that the room had to be evacuated and fans brought out to try to get rid of it

Putting the filler music for 6Teen as the intro made me actually recoil in my chair. Good play sir haha