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

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Text version: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-to-maintain-loyalty-when-consumer-needs-change-with-unilever-s-axe-leader.md
Podcast: [Ad Age Marketer's Brief](https://stenobird.com/podcast/ad-age-marketer-s-brief-244230)
Published: 2026-04-22T09:00:00+00:00
Episode link: https://marketersbrief.libsyn.com/how-to-maintain-loyalty-when-consumer-needs-change-with-unilevers-axe-leader
Audio file: https://traffic.libsyn.com/secure/marketersbrief/How_to_maintain_loyalty_when_consumer_needs_change_with_Unilevers_Axe_leader.mp3?dest-id=1162928
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Duration seconds: 1383

## Resource

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.

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## Transcript

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