Boomin shared a TikTok promoting the fragrance over the weekend, which garnered almost 90,000 views in less than 24 hours. 

Music to the ears of Gen Z 

The Unilever brand has ramped up its efforts to tap into fragrance and cultural trends within the Gen Z zeitgeist. It has enlisted world-renowned noses to develop its Fine Fragrances Collection, partnering with artists like rapper (and documented Axe evangelist) Lil Baby, and meeting its audience on social platforms to viral effect.

Its playful spots featuring relatable average-guy protagonists, over-the-top visuals driven by meme and GIF culture, and the intentional licensing of upbeat music have eschewed the tropes of traditional men’s fragrance campaigns.  

“We are constantly looking to better understand the Gen Z male market and aim to provide them better ways to smell their best, so they can always feel their best,” said Gregory. “This also includes activating on social platforms like TikTok and Twitch, where we know our guys spend their time.”