Axe has launched a new grooming line for men, Axe Gold, which includes three collections — Gold, Gold Fresh and Gold Original. Products include shampoo, body wash and deodorant. 

The brand created the “You’re Gold” campaign to promote the line, and assembled a group of beloved musicians, athletes, gamers and creators to form the “gold squad.” The squad includes rapper Lil Yachty, pro basketball player and multi-hyphenate entertainer Brandon Armstrong, YouTuber Markiplier and recording artist Danny Ocean.

The campaign extends the brand’s “Find Your Magic” point-of-view, which the brand explains, saying, “it knocks the one-size-fits-all idea of what a guy ‘should be’ and other confidence killers that make guys feel less than “gold.” Three new commercials highlight a few of those everyday situations.

Fans across the country will also get a chance to trial AXE Gold on the AXE Goldmobile, the brand’s first-ever sampling-mobile, which will give out free Axe products at high schools and events across the country.

Axe is promoting the new line on social media, including Instagram and Facebook. 

Photos above: Products from each of the three collections — Gold Fresh features green labels; Gold Wash & Style Instant Control Shampoo is in a black bottle with a gold label; and Gold Original Antiperspirant Dry Spray is a white package with a gold label.