Episode

How to maintain loyalty when consumer needs change with Unilever's Axe leader

Podcast: Ad Age Marketer's Brief
Published: Apr 22, 2026
Duration seconds: 1383
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Summary

Head of Axe U.S. Dolores Assalini talks about how the Unilever-owned body spray brand is growing up with its customers through new products designed to lighten usage among teen boys through a more controlled spray. She also discusses why Axe is showing in cultural moments such as the World Cup, and how it is tapping into TikTok's 'fragrance maxxing' trend.