AXE Canada Launches Scented Dating Posters in Toronto

TORONTO — Tired of dating apps? AXE Canada is inviting Toronto singles to follow their nose instead.

In honour of National Fragrance Day, AXE has rolled out scented wild postings across Toronto featuring four real local Gen Z men, each wearing a different scent from the AXE Fine Fragrance collection. Billed as a fresh alternative to swiping, the campaign encourages women to “sniff” a guy through the poster, scan a QR code, and match for a chance to go on a real-life date inspired by his signature scent.

The campaign taps into a growing dating fatigue among Gen Z, with AXE-commissioned research revealing that 89 per cent of Gen Zs believe dating apps don’t show the full picture—and over half say knowing how someone smells would influence their decision to match.

“Since scent plays a powerful role in attraction, we created this campaign to give Gen Z a fresh take on dating,” said Oje Akhiojemi, Senior Marketing Manager at Unilever, in a statement. “One where chemistry starts with a sniff, not a swipe.”

Each of the four men featured in the posters will select one match to go on a scent-inspired date—think: cherry-scented escapes or lavender-infused outings—based on the fragrance they wear. The AXE Fine Fragrance collection includes:

NEW Cherry Spritz with Red Apple + Amber
Blue Lavender with Mint + Amber
Aqua Bergamot with Bergamot, Sage & Juniper
Black Vanilla with Orange + Sandalwood

The collection, developed by world-renowned perfumers, is available at major retailers across Canada, including Walmart, Shoppers Drug Mart, and Real Canadian Superstore, with products priced between $8 and $12.

As the first-of-its-kind campaign blending scent with street-level dating, AXE is redefining how attraction begins—and perhaps reigniting some offline romance.

For more information, visit AXE.ca or follow @AXECanada across social media platforms.

SOURCE AXE Canada