Axe (brand)

AXE logo 2021

Lynx logo 2021

Lynx Deodorant Collection - Apollo, Black, Africa

Large collection of Axe products

Axe (known as Lynx in some countries) is a brand of male grooming products, owned by the British-Dutch company Unilever. The brand was launched in France in 1983 and has since expanded to various markets worldwide. Axe is primarily known for its range of deodorants, body sprays, antiperspirants, shower gels, and hair care products.

History[edit | edit source]

Axe was introduced by Unilever in France in 1983. The brand was developed as a response to the growing demand for male grooming products. The name "Axe" was chosen to convey a sense of masculinity and strength. In some countries, such as the United Kingdom, Ireland, Australia, and New Zealand, the brand is marketed as Lynx due to trademark issues.

Product Range[edit | edit source]

Axe offers a wide range of products designed for men's grooming needs. These include:

Deodorants and Body Sprays: Axe's deodorants and body sprays are among the most popular products in the brand's lineup. They are available in various fragrances, each designed to appeal to different preferences.
Antiperspirants: Axe antiperspirants provide protection against sweat and odor, helping men stay fresh throughout the day.
Shower Gels: Axe shower gels are formulated to cleanse and refresh the skin. They come in a variety of scents to match the deodorants and body sprays.
Hair Care Products: Axe also offers a range of hair care products, including shampoos, conditioners, and styling products.

Marketing and Advertising[edit | edit source]

Axe is known for its distinctive and often controversial advertising campaigns. The brand's marketing strategy typically revolves around themes of attraction and seduction, often featuring young men using Axe products to attract women. These campaigns have been both praised for their creativity and criticized for perpetuating stereotypes.

Global Presence[edit | edit source]

Axe is available in numerous countries around the world. While the brand name varies (Axe in most countries, Lynx in others), the product range and marketing strategies remain consistent. The brand has a strong presence in Europe, North America, Latin America, and Asia.