Attention Guys Worldwide, AXE Wants You To “Find Your Magic” And Own It

If there’s anything that the year 2015 proved, it’s that as humankind, our day-to-day societal norms as we know them are bound to change. AXE took note of this early and decided to rebrand their company with this open-mindedness in tow.

“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “We’ve been part of guys’ lives for decades, and AXE champions real guys and the unique traits that make them attractive to the world around them.”

This valid realization prompted the mens-focused brand to push their “Find Your Magic” campaign, with hopes that all men will embrace the quirks that make them special and beautiful in their own eyes.

Last night (Jan. 13), AXE officially debuted their tweaked mindset with a new line of products—the AXE Advanced Collection, which includes Adrenaline, Urban, and Signature—as well as the recurring AXE Collective with John Legend and the Instagroom content series. Mr. Legend himself was on hand to talk about rejoining the brand for a second year to help another young artist find their magic and possibly join him at SXSW or the Toronto International Film Festival.

READ: Here’s What John Legend Looks Like In-Between Takes For His AXE Video

Check out the video, starring Legend, to find out the full scoop on what the AXE Collective has in store for 2016.