Axe’s Iterative Product Improvement

Nathan Rhodes
Sep 27, 2016 · 2 min read

I use Axe hair paste pretty much every day. This is what the Axe hair paste looks like:

I also bike to work almost every day which means I carry everything for the day in a backpack, including my hair paste for the gym. It’s a lot to carry every day.

I was pleasantly surprised when I picked up some new paste at the store to see that Axe has redesigned the container! Here’s what the new packaging looks like:

Here’s what they look like side by side:

I didn’t believe it at first but these two containers hold the same volume of paste.

Now finally getting to the reason I wanted to share this. This is a great example of a company iteratively improving the design of their product. They realized that customers didn’t like the bulky design of the old packaging and they reduced it by more than half. Not only are there benefits to people like me who have to carry it around every day but Axe also realizes distribution improvements by requiring less space to ship this product to stores, and since the new package is made of tin instead of plastic its also more environmentally friendly.

Anyways, just a small product design post about a product improvement that impressed me.

Nathan Rhodes

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Product Manager at, Board Member at @SRCnews and @SYPEsaskatoon, ICD.D at @ICDcanada, love great product design, avid mountain biker