Axe is the name for Unilever"s hugely effective male toiletries brand, now marketed in more than 60 countries international. It has actually established itself as among the company"s a lot of high-profile brands, initially via eye-recording and also prolific marketing which available an frequently absurdly exaggerated check out of the product"s effect on women. It has actually likewise steadily expanded its range from the original deodorant spray right into body wash and also the majority of newly hairtreatment products. In just three sectors - the UK, Ireland and Australia - Axe is still well-known under the alternative name Lynx. It is the world"s best-selling male grooming product, and the #2 deodorant global behind Unilever"s lead brand also in that sector, Rexona/Degree/Sure.


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Axe/Lynx now has a worldwide retail value of roughly €1.4bn. The core product is a body spray designed to act as both a deodorant and a cologne. Tbelow are also deodorant sticks and roll-ons, aftershaves, body lotions, shower gels and also also an exfoliating body scrub. A variety of haircare commodities giving "girl-apverified hair" released in the US at the end of 2008 and gradually rolled out in various other industries in 2009. Skintreatment and also shaving kits joined the range in 2013, including promotional tie-ups with Philips Norelco shavers and Schick razors. The many unusual line expansion was the arrival of the first Axe women"s fragrance in 2012 under the name Axe Anarchy. The brand also has actually ongoing to dabble via unisex variants.

Key to the recurring success of Axe has actually been the strategy of launching new fragrance variants yearly or so. The 2013 edition was Apollo, tied in to a promotion to send 23 lucky individuals into sub-orbital room. It was adhered to by 2014 variant Axe Peace. Tbelow were no fewer than three new lines in 2016: Axe Adrenaline, Axe Urban and Axe Signature. Other variants have included Instinct (2009), chocolate-scented Dark Temptation (2008), Vice (2007) and Click (2006). Schosen previous fragrances proceed to be marketed alongside the present line-up although availcapacity varies from country to country. Big-sellers encompass Afrika (initially introduced in 1995), Naval (from 1989), Pulse (2003), Touch (2004) and Feather (2005).

Just as necessary, possibly, has been the brand"s eye-capturing, frequently slightly risque marketing, which portrays Axe as the ultimate "babe magnet", capable of luring gorgeous girls to also the the majority of unamazing looking men. This strategy, however, resulted in a certain amount of debate at the finish of 2007. Unilever before came under fire in some quarters of the worldwide media bereason of the obvious hypocrisy obvious in its marketing for sister array Dove - which criticised media portrayals of woguys as sex objects. Some commentators pointed out that such an approach has lengthy gave the bedrock for the marketing of Axe/Lynx. After that, for a while (an extremely short while) the commercials for Axe adopted a noticeably less sex-obsessed technique. Another attempt to "thrive up" was introduced in 2014, via a change away from girl-attraction to more worldly matters. In 2016, the "Find your Magic" Axe campaign showed up to attribute its first gay and also cross-dressing customers alongside its conventional audience of straight guys.

Axe has actually been enormously successful in basically all its markets. Its biggest by value is the US, wbelow it released in 2002. By 2006, according to a publiburned report from Unilever, sales tright here were almost $260m, equivalent to just under 14% of the neighborhood deodorant sector. By 2008, they were said to have actually topped $500m for the first time, and Axe asserted to have disput Procter & Gamble"s Old Spice as the most famous male grooming product. (That longer establiburned brand also made a solid comeearlier after 2008 through an also edgier marketing campaign). According to Unilever"s 2006 numbers, the following best territory was the UK, wbelow Lynx earned the indistinguishable of approximately $138m. (For year to Sept 2013, IRI approximated UK sales of £167m, indistinguishable to about 40% share of the male grooming sector). Some means behind in 2006 were Brazil (sales of $66m), Germany type of ($50m), Mexico ($46m), France ($41m), Spain and Argentina (both $35m). In many international industries, share is at leastern in double figures, and reaches as high as 28% in India, 24% in Chile and also 20% in Argentina. In 2007, Axe introduced for the first time in Japan, and also conveniently established itself as the industry leader in its sector.


Unilever"s first venture into the men"s toiletries industry came in the mid-1960s as soon as its South African subsidiary released one of the first ever deodorants for men as an expansion to soap brand also Shield. In 1970, Bristol Myers-Squibb presented the first perfumed deodorant spray in Scandinavia as an expansion to its Mum brand also. This piqued the interest of Unilever"s development team in South Africa, that easily emerged their very own variation and also released it locally as Impulse, a perfumed deodorant body spray for womales. Although the idea was quite unacquainted to consumers, it caught on rapid and also was progressively rolled out via great success in other markets.

At the same time, Unilever had likewise begun trying out in the men"s sector, launching a mass-sector fragrance brand in the UK under the name Denim ("For the guy that doesn"t need to try also difficult," claimed the marketing) to respond to the success of Brut by Faberge (consequently gained by Unilever). In France, Unilever also launched a cheap disposable razor under the Denim name. Later, Unilever"s French subsidiary began adapting the Impulse body spray idea for the men"s industry and ultimately launched it in 1983 under the name Axe.

The product was introduced in the UK and Germany in 1985. The Axe name was considered too aggressive for English-speaking sectors (and in fact had actually been tradenoted by one more company). Instead the company selected the name Lynx for the UK and also later on Australia, while South Africa introduced the product as Ego. In various other European industries it was launched as Axe. Modestly effective to begin via, the brand"s development had tailed off by the mid-1990s, despite a series of extensions right into aftershave (1989) and roll-on deodorant (1991). In 1996 a brand-new marketing project re-establiburned the product, specifically in the UK, as an symbol for the revitalised young men"s industry. The brand also was extended still better in 2000 through a range of body sprays, shower gels, shaving gels and also razors. Unilever experimented also more ambitiously with a small chain of Lynx barber shops, but this concept was later abandoned. In 2002, the group rebranded its South Afrideserve to deodorant Ego as Axe, leaving the UK and Australia as the only areas not to condevelop to the global brand also umbrella.

In 2007, Unilever before released an intricate hoax to promote the Axe brand also in India, through the help of the local arm of MTV. For several weeks in Autumn 2007, MTV India featured the music video for what was purportedly a brand-new Bollywood singer, Silky Kumar, and also his document Scent of Desire. MTV named Kumar as its artist of the month, despite the reality that the singer was obviously seriously doing not have in both talent and also looks. Nevertheless, his video verified him surrounded by flocks of beautiful girls while he percreated an excruciatingly inept dance routine. Indian viewers and also media commentators were mystified by the hype bordering the previously unknown Kumar, until the airing of a fake documentary which asserted to reveal his secret - which was that he had actually supposedly stolen the secret formula for the new Axe fragrance and was making use of it to transdevelop himself from a consistent nerd into a Bollywood star.

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