Elevate your style
With its recently launched Concept Store Series, Axe Black is set to elevate the style of the understated man.
Focusing on fashion, fragrance and grooming, this new campaign seeks to appeal to the many sides and styles of the effortlessly cool man, showing him that the light and refined scent of Axe Black can complete his look.
The Axe Black concept stores will be operational for one weekend each in June, July and August. These concept stores will be hosted by three new ambassadors with styles that are distinctly their own: top DJ Nix Damn P, lifestyle blogger David Guison and actor Arjo Atayde.
Each leg of the Concept Store Series will be unique as the ambassadors are challenged to create a theme and sell products that they feel represent their individual style. They will be curating 10 items that best embody their personal, understated style at their concept stores. Five of these chosen items will then be sold via a special Axe store on Lazada for two weeks.
The Axe Black Concept Store Series launch did not only give a sneak preview of each leg but also introduced the latest Axe girl — Coleen Garcia. “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. I like a guy who wears a subtle but notable scent because it tells me that he has an effortless confidence about him,” Coleen reveals.
The Axe Black Council, including endorser Bamboo, last year’s winner Frank Magalona, and Coleen Garcia, will vote on concept, digit al ment ions and sales to determine the winning concept store.