Last year, Axe launched its newest variant, Axe Black, and “introduced audiences to the world of the understated man”, according to a press release from the brand.

Axe Black takes ‘understated’ image to pop-up events

“A light and refined scent, Axe Black is the fitting complement for guys who believe that demanding attention isn’t always the best way to be noticed. Rather, these are the guys whose quiet confidence, and refined tastes make them stand out,” the release read.

Axe “brought to life the world of understatement” last year with the Axe Black Pop-up Bar Series, hosted by a different ambassador for three consecutive months.

“This year, Axe takes it to another level by helping the effortlessly cool guy complete and elevate his style with the Axe Black Concept Store Series,” the brand said.

Focusing on fashion, fragrance, and grooming, this year’s campaign seeks to appeal to the many sides and styles of the “understated man”, with the idea that the light and refined scent of Axe Black can complete their total look.

Axe Black Concept Stores will also operate for one weekend only in each of June, July, and August, and will be hosted by three new ambassadors: DJ Nix Damn P, lifestyle blogger David Guison, and actor Arjo Atayde.

Each leg of the Axe Black Concept Store Series will be unique, the brand said, as the ambassadors are challenged to create a theme and sell a range of products that they feel are representative of their individual style.

“They will be curating ten items that best embody their personal understated style during their on-ground Concept Stores, and five of their chosen 10 items will then be sold via the special AXE store in Lazada, which will go live for two weeks after their respective on-ground Concept Stores close,” the release read.

The launch of the new Axe Black Concept Store Series not only gave a sneak preview of each leg, but also introduced the latest Axe girl, Coleen Garcia.

“Coleen embodies the characteristics of an iconic Axe woman, as she stays true to her personality and seeks out the understated in every guy,” the press release read.

“I’m so happy to be part of the Axe family because I really believe that a guy’s scent says so much about him,” Ms. Garcia was quoted saying. “I like a guy who wears a subtle but notable scent, because it tells me that he has an effortless confidence about him.”

The Axe Black Council, including endorser Bamboo, last year’s pop-up winner Frank Magalona, and Ms. Garcia, will vote on concept, digital mentions, and sales to determine the winner of the Axe Black Concept Store Series.

During the launch, guests were also treated to dishes and drinks from Smith and Butcher. There were also stations where attendees could complete their #LessEffortMoreStyle look: the Grooming Hub, where they could touch up their hairdos; the Shoe Care Station, where they could get a shine or buff from Mr. Quickie; the Style Corner, where they could learn which sartorial pieces suit them best; and the Fragrance Bar, where they could view holographic images projected on an Axe can, and of course, try Axe Black for themselves.