AX Launches Dual Action Technology, Synergizes With Rapper Rich Brian

Photo: Doc. AX Indonesia

JAKARTA - AX launched a series of deodorant body sprays with the new technological innovation 'Dual Action Technology' to help Indonesian men appear confident and more attractive.

In addition, AX also collaborates with Rich Brian, a rapper and song writer from Indonesia to invite Indonesian boys to appear confident and open up opportunities for them to show their potential and uniqueness through The New AX Effect Challenge campaign.

Priyo Ajie Kusumo, Brand Manager of Deodorant Men Unilever Indonesia, explained that for 38 years, AX has been present and accompanying Indonesian men to look confident by completing their self-grooming. AX believes that when someone smells good, good things come.

"We become more confident, and finally many opportunities open up. The launch of the innovation 'Dual Action Technology' in the AX range of products has the advantage of providing a fresh fragrance that lasts up to 48 hours and fights against body odor effectively even when sweating. Indonesia can be confident and more attractive, especially Generation Z, which is known to be more expressive," said Priyo Ajie in his written statement, Thursday, December 16.

This is also believed by clinical psychologist Tara De Thouars. He said, Gen Z is an open-minded generation and respects the expression of each individual without giving a certain label. This makes them more open to understanding the uniqueness of each individual.

However, he continued, to dare to show his uniqueness, it takes confidence and confidence. One of the factors to increase the level of self-confidence is a fragrant body odor.

"So that helps them stand out more. Therefore, the scent of a fragrant body from a fragrance that suits the character can encourage a sense of self-confidence and radiates charm. Being an attractive guy isn't always about physical appearance. But it radiates when he is confident in expressing his uniqueness. It's also important for them to have a platform to be able to channel their expression, so that the collaboration between AX and Rich Brian is the right thing for Indonesian boys," said Tara.

To inspire more Indonesian boys, AX collaborated with Rich Brian, the right person to represent Gen Z and has made Indonesia proud in the world music industry through his achievements and uniqueness.

Together with Rich Brian, AX invites Indonesian boys to show their talents and uniqueness through The New AX Effect Challenge campaign. Later there will be one winner who gets the chance to fly to Los Angeles and appear in Rich Brian's latest video clip.

This campaign was also enthusiastically welcomed by Rio Waida, who is known as an outstanding Indonesian Gen Z guy who represented Indonesia at the 2020 Tokyo Olympics and various world-class surfing competitions.

"As part of Gen Z, I feel it is very important to be able to do something that matches my passion, one of which is surfing. From there, I am confident and brave to show that passion as uniqueness by daring to join the qualification series, so that I can enter the World Championship Tour And with innovation from AX, it helps me no longer have to worry about sweating because of all day activities, of course, it makes me more confident," explained Priyo Ajie.

"Through The New AX Effect Challenge campaign, we hope to be a solution for Indonesian men to appear confident and provide a platform for them to show their uniqueness so that they can maximize their potential. Show your uniqueness, be confident and loud at it!" closed Priyo Ajie.