AXE x "Street Fighter" collaboration movie released! Body spray distributed at "Street Fighter: The World of Stronger Than Me" exhibition starting February 10.

Fragrance brand AXE has realized an annual collaboration with the martial arts game "Street Fighter," which will celebrate its 35th anniversary in 2022. A collaboration movie and other materials have been released.

The world-famous AXE and "Street Fighter" collaborated!
As the first of the annual collaboration activities, AXE will co-sponsor the 35th anniversary project "Street Fighter: The World of Stronger Than Me" exhibition to be held at the Tokyo Anime Center from February 10, 2022 (Thursday). Axe Fragrance Body Spray Kilo, one of the most popular fragrance series with a distinctive aqua green scent, will be distributed to visitors.

To commemorate the event, a collaboration movie featuring popular "Street Fighter" characters "Ryu" and "Chun-Li" was produced.

The movie will be shown on the AXE JAPAN YouTube channel and on large outdoor monitors at the Tokyo Anime Center and Shibuya MODI during the "Street Fighter: The World of Guys Stronger Than Me" exhibition.

Collaboration Movie
#2

Axe Fragrance Body Spray Kilo
A spray-type fragrance that can be used directly on the skin and all over the body.
Subtle scent of aqua green. The fragrance changes from a refreshing and liberating top note to a sophisticated last note of musk and amber. Gives the impression of cleanliness.

Street Fighter: The World of Stronger Than Me Exhibition

Dates: Thursday, February 10, 2022 - Sunday, March 27, 2022 *No closing days
Hours: Weekdays 11:00 - 20:30 (last admission 20:00)
Last admission on March 27 (Sun.): 11:00 - 17:00 (last admission at 16:30)
Venue Tokyo Anime Center (Shibuya MODI 2F, 1-21-3 Jinnan-cho, Shibuya-ku, Tokyo)
Organizers: Dai Nippon Printing, Nishinippon Shimbun Event Service
Co-organized by Shadaloo Fighter Institute
Planning and production: The Nishinippon Shimbun Event Service
Special Cooperation Capcom
Supported by Unilever Japan Customer Marketing K.K.
Admission 1,500 yen (Free for elementary school students and younger)
Special website

Starting with the sponsorship of this event, AXE will continue to develop collaboration campaigns with "Street Fighter" in the future.

<Background of Collaboration
AXE launched "AXE Fragrance Body Spray" in Japan in March 2007. AXE has been successful in the male fragrance market, expanding and leading the market, mainly targeting men in their teens and twenties, with its product features that make it easy to enjoy authentic fragrances and its bold and unique advertising and sales promotion activities. The brand is active as a brand that pushes everyone to unleash their own charm and individuality to the fullest and to live life with confidence.

In response to the recent increase in demand for a nest egg, AXE has focused on how to spend time at home, and found that "games" were by far the most popular interest of AXE's target group of men in their 20s*2, ahead of "exercise" and other activities, with action games being particularly popular. The study focuses on the emotional affinity*3 of fragrance, which can increase confidence and attractiveness through the use of fragrance, as well as the confidence that comes from the effort one puts into one's game-playing.

Against this backdrop, the collaboration with "Street Fighter," which has fascinated game fans for 35 years since its debut in 1987, was realized.

1: Total sales of all titles in the Street Fighter series (as of December 31, 2021)
*2: Google Insight Finder 2021
*3: Wearing fragrance makes men more confident and women more attractive (International Journal of Cosmetic Science, 2009, 31, 47-54)

Product Information
Axe Fragrance Body Spray

Axe Fragrance Body Soap

Axe Fragrance Body Mist

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