Noemie Lottiau has a nose for a great smell. As a classically trained fragrance expert, she leads fragrance design for Axe/Lynx and helps create some of the brand’s most popular scents. Here she shares the story behind the new premium Axe Fine Fragrance collection.
Earlier this year, Axe – the world’s No.1 men’s fragrance brand [*] – launched its first-ever Fine Fragrance Collection. Formulated with some of the world’s top perfume houses, as well as renowned fragrance developer Ann Gottlieb, the luxury scents neutralise body odour while keeping users smelling fresh. The new range is lighter and more modern than anything Axe has released before, featuring an eclectic set of scent profiles loved by Generation Z guys.
Grooming experts at Men’s Health have already named the collection’s Blue Lavender body spray as one of the 20 Best Colognes for Men in 2023, and in Axe’s blind scent tests, 7 out of 10 men said they’d replace the scent of their current cologne with their favourite of the brand’s new fragrances.
The launch redefined the world of luxury scents with a collection that smells as good as the finest fragrances without the high-end price tag.
Axe Global Brand Director Caroline Gregory explains: “We’ve been monitoring the spending habits of our Axe consumers, specifically Gen-Z guys, and we’ve found that shoppers are redefining what premium is.
“For them, premium is not just about high price points and designer names. It’s about quality ingredients and how the products make them feel. While they want high-quality products they can relate to, they also want to feel good without paying an expensive price.”
We spoke to Axe’s very own fragrance expert Noemie Lottiau to find out more about her career, how to become a professional nose and how the Axe Fine Fragrance Collection is elevating an everyday product with premium scents.
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