This National Fragrance Day (yes, it’s a thing) on March 21, Axe Canada bypassed dating apps to offer a fresh alternative to modern dating – scented wild postings featuring four real, local Gen Z guys. These guys shared their struggles with finding the perfect match and will be featured wearing scents from the Axe Fine Fragrance collection.

Toronto women interested in a date can sniff one of four guys through the poster, scan a QR code and match for a chance at a real-life date. “No swiping required,” Axe Canada says. After receiving their matches, the guys will each choose a woman to take on a date inspired by their Axe Fine Fragrance scent.

Research commissioned by Axe showed 89 per cent of Gen Zs agree that dating apps don’t paint a full picture of a person. It also highlighted that more than 50 per cent of Gen Z Canadians say knowing how someone smells would influence their decision to match with them on a dating app.

“AXE has always been about giving guys confidence, and our latest research uncovered the dramatic impact scent has on Gen Zs confidence,” says Oje Akhiojemi, senior marketing manager at Unilever. “Since scent plays a powerful role in attraction, we created this campaign to give Gen Z a fresh take on dating. One where chemistry starts with a sniff, not a swipe.”

Axe Fine Fragrance collection includes Cherry Spritz deodorant stick and body spray with Red Apple + Amber; Blue Lavender deodorant stick, body wash and body spray; Aqua Bergamot body spray and body wash; and Black Vanilla deodorant stick and body spray.