Dive Brief:

• Axe is promoting its premium line of products through a tie-up with rapper Lil Baby that includes a ‘Logne Forgiveness program, a pun on “cologne” and “loan forgiveness,” according to 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 will have the chance to win $150, a move intended to help men recoup the losses from expensive cologne purchases. 
• The effort marks a continued relationship between Axe and Lil Baby and marketing moves around the brand’s Fine Fragrance Collection. The premium line of products each carries recommended retail prices of less than $10.

Dive Insight: 

Axe is ramping up marketing behind its Fine Fragrance Collection, which relies on an affordable price point to gain an edge against traditionally high-priced premium cologne offerings. The latest move, centered around TikTok, could strike a chord with price-conscious Gen Z consumers, a cohort that has indicated a strong preference for the ByteDance-owned platform. 

“’Logne Forgiveness lets our guys know that smelling good doesn’t have to empty your wallet, and we’re willing to reimburse them for their 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 chance to recoup their losses from an expensive fragrance purchase. Until Sept. 5, consumers can drop their $Cashtag, a unique identifier on CashApp, on Axe’s TikTok posts ab for the chance to win $150. Winners will be chosen weekly for a total of 100 winners: 50 in the first week and 25 for each of the two remaining weeks.

The ‘Logne Forgiveness program is the latest effort by Axe to establish 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 promote its Fine Fragrance Collection. In February, the brand played off the popular social media term “ratio” to market the collection with a 3D billboard in New York City’s Time Square.

The luxury market has become of great interest to Gen Z and millennial consumers, with the two cohorts both accounting for a large share of category growth last year. 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 collection range from $5.97 to $7.98.