Axe bottles are now down from four ounces to 2.9 ounces,
Deodorant brand Axe is adjusting its bottle, with the new design featuring a more controlled spray. While no self-respecting consumer product would try to make its consumers use less, the minds at Axe have come to realize that teenage boys spraying an entire bottle on themselves was not exactly winning hearts and minds. The bottles are now down from four ounces to 2.9 ounces, thanks to the new tech, and users can expect 10 percent more sprays. Axe is still very popular — it’s the second-largest deodorant brand in America — but has shed some market share over the past few years, dropping from 24 percent of the business in 2020 to 16.3 percent as of 2025.
Megan Graham, The Wall Street Journal
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