AXE brings back its Y2K-era Anarchy, Touch and Kilo fragrances in updated body sprays, with Kilo also available as a body wash.
The way college students approach back-to-school fashion has changed. It’s not enough any longer just to bring new sneakers and a fresh laptop; nowadays campus life is carried on TikTok, Instagram and through personal brands, which has increased the visibility of ordinary style and personal grooming. Athletes also have NIL opportunities that can turn their image into actual money. For men, self-care is no longer something forgotten about – it has now become part of their appearance.
This fall AXE range is drawing on nostalgia from the early 2000s by bringing back three fragrances which fans have asked for over the years on social media. AXE Kilo, which was first launched about 2002, contains bergamot and sandalwood; AXE Touch, from about 2004, also has bergamot and sandalwood, while AXE Anarchy, introduced around 2012, mixes citrus and musk.
The retro packaging restores the visual identity of that era, but the sprays have been improved. AXE states that its new spray technology enables a lighter and more controlled application for today’s man. Kilo is also available in body wash form. The body sprays are priced at $7.98 and the body wash costs $4.99.
Rather than following the same approach as other brands in the college grooming initiative, Dove Men+Care is instead improving one of the most well-known products found in a man’s shower – the 2-in-1 Shampoo + Conditioner. This range makes use of Protein Power Technology, and according to Dove Men+Care, certain formulas aid in reestablishing the weakened protein bonds in the hair fibre while also helping to protect the hair from daily use and wear.
The appeal of campus life is simple: shampoo and conditioner come in a single bottle, yet the routine can still feel like more than a hasty shower before class. For students who see grooming as part of their personal style, a simple hair wash can feel like a quick spa reset without taking over their bathroom shelf.
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Dove Men+Care is continuing its emphasis on routine through the ‘Any Step Counts’ challenge is running with Strava. It urges people to acknowledge the small, steady victories achieved through physical activity and grooming, and upon finishing the challenge, participants will receive an exclusive offer to try the Dove Men+Care 2-in-1 Shampoo and Conditioner.
Kyle Cooke is also partnering with Dove Men+Care as part of the campaign, linking his active lifestyle to the idea of sticking to everyday habits.
Grooming for the new school year has gone further than just smelling clean. Because of social media, personal brands, and the NIL factor, the details are now part of one’s personal aesthetic.
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