Rascasse Audience Intelligence

Axe Target Market in United States

A data profile of the people who buy, follow and care about Axe in United States — modelled from more than twelve digital signal sources. Axe has an estimated audience of 870,916 people in United States.

#14among Fragrances in United States#2652among Brand in United States#328in Beauty & Wellness

The average Axe fan in United States is 36.7 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Category: Beauty & Wellness · Type: Brand · Subtype: Fragrances

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Axe profile in United States.

Audience size
871K
in United States
Gender
34.8%♀
65.2% male
Age
36.7
average years
Country rank
#25940
Brand in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Axe

34.8% are female, 65.2% are male, average age 36.7.

Fig. 02

Gender split

34.8%
Female
65.2%
Male
Demographic split for Axe audience in United States
MetricValue
Female34.8%
Male65.2%
Average age36.7
Estimated audience size870,916
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Axe audience in United States
Age bracketShare%
16-1931%
20-2915%
30-3917%
40-4921%
50+16%
Fig. 04

Worldwide distribution

34.0%

of the worldwide Axe audience comes from United States.

Worldwide audience distribution share by country for Axe
CountryShare
United States34.0%
Germany14.1%
United Kingdom9.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Axe audience in United States is strongest.

Fig. 05

Top regions by affinity

Axe customers by region in United States
#RegionReachAffinity×
01Alaska~1K1.21×
02California~70K1.16×
03Texas~60K1.16×
04Idaho~3K1.12×
05Washington~10K1.09×
06Utah~6K1.09×
07West Virginia~3K1.08×
08Georgia~20K1.07×
09Montana~2K1.07×
10Arizona~10K1.06×
11Alabama~8K1.06×
12Kansas~5K1.06×
13Maine~2K1.06×
14Oregon~7K1.05×
15Oklahoma~7K1.05×
16New Mexico~3K1.04×
17Virginia~10K1.03×
18Colorado~9K1.03×
19Kentucky~7K1.03×
20Nevada~6K1.03×
21Arkansas~5K1.03×
22North Carolina~20K1.01×
23Michigan~10K1.00×
24Tennessee~10K1.00×
25Indiana~10K1.00×
26Pennsylvania~20K0.99×
27Maryland~10K0.99×
28Minnesota~8K0.99×
29Louisiana~7K0.99×
30Mississippi~5K0.99×
31Nebraska~3K0.99×
32Missouri~9K0.98×
33North Dakota~1K0.98×
34New York~30K0.97×
35New Jersey~10K0.97×
36Iowa~5K0.97×
37New Hampshire~2K0.97×
38South Dakota~1K0.97×
39Vermont<1K0.97×
40Illinois~20K0.96×
41South Carolina~8K0.96×
42Hawaii~2K0.96×
43Ohio~20K0.94×
44Connecticut~5K0.94×
45Massachusetts~10K0.93×
46Wisconsin~8K0.93×
47Rhode Island~2K0.93×
48Florida~40K0.92×
49Delaware~1K0.89×
50Washington, District of Columbia~1K0.76×
Fig. 06

Affinity by region

Affinity by region — Axe, United States
0.76×1.00×1.21×
Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Axe. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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