Axe is betting Gen Z is ready for a whiff of Y2K

Spray tell: Axe is bringing back old-school scents and leaning into Y2K nostalgia. Axe US Axe is embracing its Y2K roots — but going easier on the spray this time. It's reviving old fragrances, and winking at the marketing that made it famous. It has new tech for a lighter spray to cut the infamous locker-room cloud effect. Unilever's deodorant brand Axe has spent the past decade evolving from the bro-y, hypersexualized ads that made it famous in the 2000s. Now, with Gen Z obsessing over Y2K…