Axe (brand)

Axe (also known as Lynx in the United Kingdom, Ireland, Australia, New Zealand, and China) is a brand of male grooming products, owned by the British-Dutch company Unilever. It is known as the leading male grooming brand in the world.

History

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse. Unilever introduced many products in the range, but were forced to use the name Lynx in the United Kingdom, Ireland, Australia, and New Zealand due to trademark issues with the Axe name. In addition, some countries (such as South Africa) introduced the brand as EGO.

Products

Axe offers a variety of products such as deodorant, shower gels, body sprays, hair products, and facial products. The brand has been marketed towards young males who want to smell attractive to females.

Deodorants and Antiperspirants

Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, antiperspirants, and shower gels.

Body Sprays

Axe body sprays are fragranced aerosol deodorant body sprays for men. They were developed by an international team of fragrance experts at Unilever, including Ann Gottlieb, a nose who has worked on fragrances for Calvin Klein, Marc Jacobs and Ralph Lauren.

Hair Products

Axe also produces a line of hair styling products, including daily shampoos, conditioners, hair gels and waxes, and hair creams.

Marketing

Axe's advertising is known for its overtly sexual adverts and controversial marketing strategy. The brand's marketing has been criticised for promoting toxic masculinity.

See Also

• Unilever
• Deodorant
• Body spray
• Hair styling products

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