- Axe is promoting its premium line of products through a tie-up with rapper Lil Baby that features a ‘Logne Forgiveness program, a pun on “cologne” and “loan forgiveness,” in keeping with a press release.
- Now through Sept. 5, consumers who comment on the Unilever marketer’s ‘Logne Forgiveness TikTok posts with their Cash App user tag could have the prospect to win $150, a move intended to assist men recoup the losses from expensive cologne purchases.
- The effort marks a continued relationship between Axe and Lil Baby and marketing moves across the brand’s Fine Fragrance Collection. The premium line of products each carries advisable retail prices of lower than $10.
Axe is ramping up marketing behind its Fine Fragrance Collection, which relies on an affordable price point to achieve an edge against traditionally high-priced premium cologne offerings. The latest move, centered around TikTok, could ring a bell with price-conscious Gen Z consumers, a cohort that has indicated a powerful preference for the ByteDance-owned platform.
“’Logne Forgiveness lets our guys know that smelling good doesn’t should empty your wallet, and we’re willing to reimburse them for his or her old fragrance to prove it,” said Caroline Gregory, global brand director for Axe, in release details.
Launched on Aug. 15, the three-week ‘Logne Forgiveness program offers consumers the prospect to recoup their losses from an expensive fragrance purchase. Until Sept. 5, consumers can drop their $Cashtag, a singular identifier on CashApp, on Axe’s TikTok posts ab for the prospect to win $150. Winners can be chosen weekly for a total of 100 winners: 50 in the primary week and 25 for every of the 2 remaining weeks.
The ‘Logne Forgiveness program is the latest effort by Axe to ascertain a more premium image. The fragrance maker in March worked with Lil Baby on a campaign titled “The Fine Fragrance G.O.A.T.” to advertise its Fine Fragrance Collection. In February, the brand played off the favored social media term “ratio” to market the gathering with a 3D billboard in New York City’s Time Square.
The luxury market has turn out to be of great interest to Gen Z and millennial consumers, with the 2 cohorts each accounting for a big share of category growth last 12 months. Axe’s Fine Fragrance Collection features five different scents, each formulated by world-renowned perfumers, per release details. Suggested retail prices for items in the gathering range from $5.97 to $7.98.
Read the complete article here
