https://www.gcimagazine.com/home/news/22969888/behind-axes-strategic-return-to-fine-fragrance-with-a-fifa-world-cup-2026-partnershipGlobal Cosmetic Industryen2026-07-02T17:10:02.000ZBehind AXE’s Strategic Return to Fine Fragrance with a FIFA World Cup 2026 Partnershiphttps://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/img-3251-lyrt06cc-20260612081706.mnNQZfkwEI.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-0140-rwwpoilu-20260614021603.kV5WyatgwV.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/img-3251-lyrt06cc-20260612081706.OllNmkoOqA.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/img-3337-ntszjphq-20260612081437.UKNIPiPpiV.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-9339-6000x4000-e159a59.oujT4pbnft.jpg?auto=format%252Ccompress&q=70Author Emmanuel Henderson sampling Axe's latest scents.https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-9147-2y1mqmay-20260613061549.V8hBesODEV.jpg?auto=format%252Ccompress&q=70"We know football just couldn't be more relevant for young guys," says Caroline Gregory, Global Brand Director of AXE/Lynx (at right). "So how do we use this moment, the World Cup, to drive relevance to the brand, but into our fine fragrance variants ... Marshmallow Smoke is completely re-dressed through the lens of the World Cup, because we know that young guys will look at that pack and go
 'oh my god, I want it.'"https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-9662-6000x4000-e159a59.JwrLLH7AtO.jpg?auto=format%252Ccompress&q=70Timed with the FIFA World Cup 2026, <a href="https://www.gcimagazine.com/brands-products/bath-body/news/22967558/unilever-axe-brings-fine-fragrance-to-the-worlds-biggest-cultural-moment">AXE </a>(Lynx in the United Kingdom) launched a collection that’s best described as a return to fine fragrance, featuring three new products and a slogan, “Smell your best when you look your worst," that places the brand in the stands with fans, challenging the chaotic essence of sports-watching at a sensory level.https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-0153-dixzregt-20260614021559.Yl8cxEqPRN.jpg?auto=format%252Ccompress&q=70"If you think of some of our biggest fragrances today in the market, they'd be far more classically masculine in the past, very in the fougère space," says Gregory. "What you see with young people is that they're far more playful, experimental and they're less traditionally masculine."https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-8845-4evaqgd9-20260612083348.R7APUu0ImG.jpg?auto=format%252Ccompress&q=70We had the opportunity to speak with Caroline Gregory, Global Brand Director of AXE/Lynx, on partnering with FIFA, the launch and the return to fine fragrance at Casa Fresh in Mexico City after the opening match.https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-0199-thfuhubm-20260614022421.MIy0FvIX9V.jpg?auto=format%252Ccompress&q=70"For us to appeal to that audience and elevate ourselves to fine fragrance quality, we needed to evolve the way we were doing fragrance," says Gregory. "Therefore, it's become far less gendered."https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-8518-oz7t8hxu-20260612083513.bD81y27CUI.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-9887-6000x4000-e159a59.iII1N69907.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-9179-6000x4000-e159a59.F9erOcCIoc.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/ad1-9547-6000x4000-e159a59.QLxEbyx3Sc.jpg?auto=format%252Ccompress&q=70"Consumers move on so quickly," says Gregory, "and it hasn't left a distinct memory with them. So I think we're a bit less concerned about jumping into every trend rather than only doing that when AXE is relevant."https://www.gcimagazine.com/brands-products/fragrance-home/news/22969847/studio-rose-fragrance-scent-wardrobe-for-every-momentGlobal Cosmetic Industryen2026-07-01T20:10:21.000ZHow Julia Rose Siegler Built a Fragrance Brand Around Life's Momentshttps://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/b8af0478-3856-42c0-8f41-e3c28b19c3d9.YxwNdyTcoc.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/2ad128df-137e-47e7-8d4f-6828b9df10b0.16oAZSa02L.png?auto=format%252Ccompress&q=70"Everything I learned across companies like Estée Lauder, dsm-firmenich, Aerin, Dr. Dennis Gross Skincare, and Westman Atelier tells me that great brands begin with uncompromising craftsmanship, not marketing," says Siegler. "Working with Andrew Everett reinforces that—every fragrance has to stand on its own from a perfumery standpoint."https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/81ef910d-7ad8-4124-b65c-b033ae506679.k1WHSNHfMl.jpg?auto=format%252Ccompress&q=70Developed in partnership with IFF perfumer Andrew Everett and using a number of the company's key ingredients, Studio Rose centers on a simple philosophy: living life through "rose-colored glasses."https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/studio-rose-logo-jun2.RHYOpZSXgp.png?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/935838b6-a003-45ab-b3e1-9f72769b8d42.NQGpKg1jmu.jpg?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/15ml-pilatesprincess.c8h2GiFCV6.png?auto=format%252Ccompress&q=70Rather than positioning fragrance as a single signature scent, the launch collection presents a wardrobe of four perfumes—Sincerely, Rose, Satin Slip, Pilates Princess and Walk Me Home—each designed to accompany a different mood, occasion or moment.https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/82592eb8-a569-4b7c-97db-bfa6bd57ee21-3.IdpUiyDmeF.png?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/founder.kggXAIYHrt.jpg?auto=format%252Ccompress&q=70After studying beauty and cosmetics at NYU's Gallatin School and gaining experience at companies and brands including Estée Lauder and Aerin, Firmenich, Westman Atelier, and Dr. Dennis Gross, Julia Rose Siegler (pictured) is making her entrepreneurial debut with Studio Rose.https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/2900b01c-6542-4ba6-9e6f-db8ad862a831-2.QeaHAm6161.png?auto=format%252Ccompress&q=70"Most people don’t wake up thinking “today I want a floral”—they think about where they’re going and how they want to feel," says Siegler. "So I’ve mapped four moments in my ideal day: a workout class, the everyday in between, a first date, and a night out. Each fragrance complements the energy of one of those rituals."https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/15ml-walkmehome.8muRhKqg2h.png?auto=format%252Ccompress&q=70"Rather than naming scents after abstract notes, I want each one to instantly evoke a feeling our customer recognizes from her own life—the names act almost like memories," says Siegler. "The packaging follows the same logic. My generation values thoughtful design, so I want bottles you’d proudly display on your nightstand and reach for as naturally as a favorite accessory."https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/50ml-sincerelyrose.IbtYf5HN8N.png?auto=format%252Ccompress&q=70https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2026/07/sr-17.lsYgmmF9em.png?auto=format%252Ccompress&q=70