MANILA, PHILIPPINES – As the global leader in men’s grooming, AXE is breaking stereotypes and rewriting the rules of modern masculinity with its bold new campaign, “Welcome to the Sweet Side” – introducing the latest additions to its AXE Fine Fragrance Collection: Black Vanilla and Cherry Spritz.
AXE is flipping the script and empowering guys to express themselves with confidence and embrace their sweeter side—starting with their scent. To bring the campaign to life, AXE took its sweet message to the streets—literally. In collaboration with renowned Filipino street artist Jappy Agoncillo and muralist AC Bautista, the brand unveiled a series of “Sweet Side Murals”: bold graffitis that fuse the raw, expressive energy of angas street art with unexpectedly sweet, scent-themed affirmations.
Adding a sensory twist, each wall is infused with the actual scents of Black Vanilla and Cherry Spritz —turning everyday pedestrian spaces into immersive brand experiences. The scented murals – the first in the Philippines – serve as a powerful visual statement designed to stop passersby and spark a new kind of confidence among men.
Black Vanilla blends aromatic herbs and juicy fruit for a scent that’s equal parts fresh and indulgent. It opens with vibrant green mandarin and banana, then builds with lavender, sage, and basil, and finishes on a creamy base of cocoa, vanilla, tonka, and sandalwood.
Cherry Spritz brings a bolder sensuality, layering cherry, red apple, and coconut over jasmine, amber, praline, and white moss which results in a rich, multi-dimensional scent that leaves a sweet and lasting impression.
With the launch of its new scents, AXE proves fine fragrance isn’t just about smelling good — it’s about owning who you are. And today, that means embracing every side of yourself — including the sweet one.
