Ad Age Marketer's Brief

Author: E.J. Schultz & Adrianne Pasquarelli

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How to maintain loyalty when consumer needs change with Unilever's Axe leader
Episode 357
Wednesday, 22 April, 2026

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.