Rascasse Audience Intelligence

Axe (brand) Target Market in United States

A data profile of the people who buy, follow and care about Axe (brand) in United States — modelled from more than twelve digital signal sources. Axe (brand) has an estimated audience of 2,282,741 people in United States.

#17among Personal care in United States#1287among Brand in United States#191in Beauty & Wellness

The average Axe (brand) fan in United States is 38.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Skin (musician), Iman (model), Imelda Staunton, with strongest over-indexing on Skin (musician) (56.01× the country average).

Demographically, the Axe (brand) audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Luxury Orientation, Pet Ownership.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Axe (brand) fan in United States is more female, around 38.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Skin (musician).

Category: Beauty & Wellness · Type: Brand · Subtype: Personal care

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 (brand) profile in United States.

Audience size
2.3M
in United States
Gender
60.3%♀
39.7% male
Age
38.7
average years
Country rank
#12799
Brand in United States
Fig. 01

Search interest · 12-month trend

-41%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Axe (brand)

60.3% are female, 39.7% are male, average age 38.7.

Fig. 02

Gender split

60.3%
Female
39.7%
Male
Demographic split for Axe (brand) audience in United States
MetricValue
Female60.3%
Male39.7%
Average age38.7
Estimated audience size2,282,741
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Axe (brand) audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3921%
40-4922%
50+18%
Fig. 04

Worldwide distribution

33.8%

of the worldwide Axe (brand) audience comes from United States.

Worldwide audience distribution share by country for Axe (brand)
CountryShare
United States33.8%
India7.3%
Brazil6.8%
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 (brand) audience in United States is strongest.

Fig. 05

Top regions by affinity

Axe (brand) customers by region in United States
#RegionReachAffinity×
01Alaska~5K1.21×
02California~200K1.16×
03Texas~200K1.16×
04Idaho~10K1.12×
05Washington~40K1.09×
06Utah~20K1.09×
07West Virginia~10K1.08×
08Georgia~60K1.07×
09Montana~6K1.07×
10Arizona~40K1.06×
11Alabama~30K1.06×
12Kansas~20K1.06×
13Maine~7K1.06×
14Oregon~20K1.05×
15Oklahoma~20K1.05×
16New Mexico~10K1.04×
17Virginia~50K1.03×
18Colorado~30K1.03×
19Kentucky~20K1.03×
20Nevada~20K1.03×
21Arkansas~20K1.03×
22North Carolina~60K1.01×
23Michigan~50K1.00×
24Tennessee~40K1.00×
25Indiana~30K1.00×
26Pennsylvania~60K0.99×
27Maryland~30K0.99×
28Minnesota~30K0.99×
29Louisiana~20K0.99×
30Mississippi~20K0.99×
31Nebraska~9K0.99×
32Missouri~30K0.98×
33North Dakota~4K0.98×
34New York~100K0.97×
35New Jersey~50K0.97×
36Iowa~20K0.97×
37New Hampshire~7K0.97×
38South Dakota~4K0.97×
39Vermont~3K0.97×
40Illinois~60K0.96×
41South Carolina~30K0.96×
42Hawaii~8K0.96×
43Ohio~50K0.94×
44Connecticut~20K0.94×
45Massachusetts~30K0.93×
46Wisconsin~30K0.93×
47Rhode Island~6K0.93×
48Florida~100K0.92×
49Delaware~5K0.89×
50Washington, District of Columbia~4K0.76×
Fig. 06

Affinity by region

Affinity by region — Axe (brand), United States
0.76×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Axe (brand) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Axe (brand) audience
#·InterestCategoryAffinity×
01VoloteaTravel & Leisure77.86×
02Iman (model)Fashion & Accessoires57.31×
03Skin (musician)Music & Radio56.01×
04Imelda StauntonMovies & TV42.25×
05Classic Horror FilmsMovies & TV37.72×
06Old SpiceBeauty & Wellness27.87×
07Harry'sBeauty & Wellness26.98×
08Gillette (brand)Beauty & Wellness17.65×
09Human Hair ExtensionsBeauty & Wellness11.64×
10Runway (fashion)Fashion & Accessoires11.39×
11KindleTechnology & Electronics10.37×
12Adriana LimaFashion & Accessoires9.53×
13GelatinFood & Beverages9.22×
14Barbershop musicMusic & Radio9.10×
15Gummy bearFood & Beverages9.05×
16Ballet dancerArts & Culture9.00×
17United States Air ForcePolitics & Society8.31×
18DailymotionMovies & TV7.69×
19RazorBeauty & Wellness6.37×
20Breakfast televisionMovies & TV5.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Axe (brand) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Axe (brand) audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.53×
Pet OwnershipJOY1.51×
SustainabilityBALANCE1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Axe (brand) audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN1.09×
CreativityOPEN1.12×
ExtroversionTHRILL1.13×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Axe (brand)'s target market in United States?

Axe (brand)'s target market in United States covers an estimated 2,282,741 people, concentrated in California and Texas.

02

What is the gender split and age of Axe (brand) customers?

60.3% of the Axe (brand) audience are female, 39.7% are male, with an average age of 38.7 years.

03

Which brands do Axe (brand) fans like most?

Axe (brand) fans show strongest brand affinity for Skin (musician) (56.01×), Iman (model) (57.31×), and Imelda Staunton (42.25×) over the country average.

04

Where do Axe (brand) fans live in United States?

Axe (brand) fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Axe (brand) fans also like?

Beyond Axe (brand) itself, the audience over-indexes on Iman (model) (57.31×), Imelda Staunton (42.25×), Harry's (26.98×), and Old Spice (27.87×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

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See Axe (brand) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Axe (brand). 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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