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|Product type||Men's grooming products|
|Introduced||June 6, 1983|
Lynx 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.
Scents have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Oriental, and Marine. From 1990 until 1996, geographic names for fragrances were used. In 2009, the brand launched an eight-centimetre container called the Axe Bullet. The brand has also extended into other areas.
Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick and an aftershave lotion. The Axe Shampoos come in three different sizes, regular size, travel or sample size of and XL bottles. Axe also ships a shower scrub tool called the Axe Detailer.
Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year.
List of Axe deodorants
Axe's list of yearly body-spray variants is as follows. Limited edition or short-lived variants are listed in a following table below and others.
|Year||Variant Name||Description||Notes||Year of Discontinuation|
|1983||Amber, or Ambre, or Sandal, or Magic Amber or Wild Spice or Epicee.||Variant names are a description of the fragrance.||One of the first three variants that Axe launched, first in France. Discontinued||Unknown|
|1983||Musk, or Brave, or Moschus, or Wild Musk.||Variant names are a description of the fragrance.||One of the first three variants that Axe launched, first in France. Available in Germany.||Present|
|1983||Spice or Agrest or Boise, or Blue Chypre or Fraiche.||Variant names are a description of the fragrance.||One of the first three variants that Axe launched, first in France.|
|1985||Amber, Musk (Moschus in Germany), Spice||Variant names are a description of the fragrance.||In this year, these three variants were used to launch the brand in the UK. Musk is still available in Argentina, Brazil, France, and Germany||Possibly late 90s|
|1987||Oriental or Orient or Dark Oriental||Variant name are a description of the fragrance.||This was the first "new" variant that Axe launched and started a strategy of a yearly new variants.. Discontinued||Possibly late 90s|
|1989||Marine||The name is a description of the fragrance.||As of 2013, still available in the Netherlands, Austria, France, Belgium, Spain, Argentina, Bolivia, Brazil, and CENTCOM AAFES stores that stock from Europe.||Possibly late 90s|
|1990||Java ||a Variant named after the island in Indonesia.||Discontinued||Possibly 2002|
|1991||Alaska ||Variant named after the state in the United States. Known as Tempest in South America.||Discontinued - still available however in Germany.||Possibly 2002|
|1992||Nevada ||Variant named after the state in the United States.||Discontinued||Possibly 2002|
|1993||Tempest ||Discontinued||Possibly late 90s|
|1994||Mirage ||Discontinued||Possibly late 90s|
|1995||Africa or African Amber or Native ||Variants named after the continent.||The most popular Axe variant, marketed as Kilo in North America and Native in Brazil.||Present|
|1996||Inca or Aztec ||A warm spicy fragrance named after the Inca civilization.||Discontinued||2002|
|1997||Atlantis or Energy ||Still available in some countries||2004|
|1998||Apollo||Discontinued- Relaunched in UK 2013||2004|
|1998||Eclypse||Variant released only in South America.||Discontinued||2004|
|1999||Voodoo||Limited edition variant released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse in 1999.||Present|
|1999||Hypnotic||Advertisements for the variant asked viewers if they believe in hypnosis, implying that to be its effect on women.||2008|
|2000||Phoenix||Limited edition variant released to cover the "Phoenix Legends" Dance Event in Ibiza, Spain in 2000.||Present|
|2000||Adrenalin or Accelerate or Orion||Not available as a shower gel.||Still available in some countries.||Present|
|2001||Gravity||The advertising featured a man falling to Earth.||Present|
|2002||Dimension||Also called Enygmata in some countries.||Present|
|2002||Apollo, Kilo, Phoenix, Tsunami or Maniac, Voodoo||Axe launched in U.S.||This is the line up that Axe launched within U.S.||n/a|
|2003||Pulse||A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible.||Used the "Make Luv" dance track which reached number 1 in UK. Still available in some countries.||2008|
|2003||Essence or Fusion||A US variant||Used TV advertising that showed two sides to a man's relationship with women, also called Fusion in some countries.||Present|
|2003||Conviction||Join the world of conviction. Join the world of conquest. Because if you have conviction, no woman can say no. No woman who can turn her face. Because women like men safe. Unite to this world.||Used TV advertising that showed many men who are successful with women. At the end of the advertising there are thousands of men holding Axe Conviction and singing in a choir by a statue of a man also holding Axe Conviction.||Present|
|2004||Denim||Released In India as shaving cream, deodorant and aftershave.||2008|
|2004||Touch||A red blood color.||The TV advert features women getting more and more turned on||2008|
|2005||Unlimited||A light blue color.||Mimics the Chinese kung fu film Crouching Tiger, Hidden Dragon.||2007|
|2006||Click or Clix||Also called Score in some countries.||This variant is promoted as making men so attractive to women that they will need a clicker to keep score of the number of women who check them out. A commercial for Clix features Nick Lachey (Ben Affleck in the British version), where he is "out-scored" by a hotel worker wearing the product. Axe gave away free clickers to promote the variant.||Unknown|
|2007||Vice||Advertising implies that it will turn "nice girls naughty" thanks to forbidden fruit in the fragrance. The Latin phrase virgo in flagrante delicto is printed in mirrored text on the spray, body wash, and deodorant stick.||Uses a Morgan Freeman lookalike in the advertising that mimics the style of a crime film. Still available in some countries.||2010|
|2008||Dark Temptation||A chocolate-smelling fragrance; advertising implies that because women like chocolate, they will find men who smell of chocolate irresistible.||Advertising features a man who turns into chocolate when he sprays himself with Axe. He then goes on to be eaten by a series of women.||Present|
|2009||Instinct||The scent includes cardamom, amber, and atlas cedar to produce a spicy scent of leather.||The advertising campaign features a caveman who sprays the fragrance on himself and becomes irresistible to women. The tag line is "No one can resist a man in leather."||Present (UK: 2011)|
|2009||Wild Spice||Spice fragrance.||Not available as a shower gel yet.||Present|
|2010||Twist (TWIƧT) or Shift||Has a citrus scent.||Spelled with a backwards S.||Present|
|2010||Music Star (Music in United States)||Has 'rock and roll' style fragrances.||Black, white and red can with guitar motif. Also the logo is changed for this fragrance only.||Present.|
|2010||Rise or Rise Up||Yellow can with blue splats and gray streaks.||Advertised as a scent to wake up the consumer and keep them alert.||Present.|
|2010||Cool Metal||Blue and silver metallic can.||Advertised as a product to cool the consumer down.||Present.|
|2011||Provoke or Excite or Provocation||Dark can with violet tribal tattoo pattern.||Initially released in the Dark Temptation gift set, but now as a lone product.||Present.|
|2012||Attract or Anarchy||Attract for him deodorant in a dark can with blue spray top.||Advertised as capable of attracting women and causing chaos in the process.||Present.|
|2012||Young||Green can||Designed ?.||Discontinued.|
|2012||Mature||Red can||An irrestible smell that can even attract the most experienced women. Infinite female attention.||Discontinued.|
|2012||Excite||Pink can||Designed ?.||Present.|
|2012||Axe Anarchy for Her||White can with pink details||This is the first product for woman of the Company.||Present|
|2013||Apollo||Dark can with turquoise spray top and lightning bolt logo.||This relaunched version has a fresher fragrance compared to the original.||Present.|
|2013||Deep Space||Similar can to "Apollo".||Possible variant or Limited Edition of "Apollo".||2013.|
|2013||Black Chill||Black and silver can.||Body spray has never been advertised.||Present.|
|2013||Peace||Dark can with "peace" sign||Make love, not war||Present.|
|2013||Harmony||Teal colored can with a peace sign||Launched alongside "Peace".||Present.|
|2014||Gold Temptation||Gold can with similar design as "Dark Temptation"||A compliment to "Dark Temptation".||Present.|
|2015||Black||Minimalistic designed can with very dark Axe logo||Subtle and finetuned smell: "less is more". Marketed with the Blackstage concerts.
there is also a «night version».
Axe Limited Edition chronology
Axe also occasionally launches limited edition variants. that may be on sale for a few months or over a year.
|Year||Limited Edition Name||Description||Notes||Year of Discontinuation|
|1998||Systeme or Skin Systeme||Limited edition fragrance that came out in South America.||Re-hydrating aftershave was released in the UK.||2000|
|2000||Millennium or Zero||Limited edition for the start of the new millennium.||Released in Australia and South America only.||2001|
|2001||White Label||Released in conjunction with the Euphoria White Label Music event, this limited edition variant was available in the UK for a short period of time.||2002|
|2002||Blue Ice||Cold and fresh fragrance.||?||2003|
|2004(?)||Relapse||Comes in a blue and black can.|
|2006||Lab||Eau de Toilette||The first original eau de toilette released in USA.||2010?.|
|2004||Air||Light fresh fragrance. Same scent as "Ready."||Available as a shower gel too. Still available in some stores.||2006|
|2005||Ready||Long-lasting effect makes you always ready for "action", blue colored can. Same scent as "Air."||Clearly states it's a very limited edition, came out with the willing scent.||2008|
|2005||Willing||Long-lasting effect makes you always willing for "adventure", green colored can.||Clearly states it's a very limited edition, came out with the ready scent.||2008|
|2006||Below 0 or Get Fresh||Cold and fresh fragrance.||Advertising shows a girl kissing a boy and the mouth of the girl gets frozen. Also available as a shower gel. Still available in some stores.||2009|
|2006 (?)||Silver Fusion||Exclusive to Germany.||A German variant, that came in an all silver can. A different fragrance to the American "Fusion" variant.||2007|
|2007||3||A pack of two cans of Axe. One is called one, the other is called two. Both should be sprayed together to make a new smell.||2009|
|2008||Recovery or Recover or Anti-Hangover||Citrus scent||One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009.||Present|
|2008||Shock||Ice mint scent||One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009.||Present (UK: 2011)|
|2009||Fever or Hot Fever||A fragrance infused with Brazilian hot mud and red dragon fruit extract.||One of the three scents released by Axe under limited edition status. Comes in shower gel and body spray form. Released in U.S. in 2009.||Present|
|2008||DRY Sharp Focus||An anti-perspirant, not available as deodorant body-spray. Only available as anti-perspirant body spray, deodorant stick, and roll-on. Fresh mint scent.||Advertising features a man that stays focused when he sprays himself with Axe. Is only available in DRY, not normal.||Present|
|2008||Jet||Sweet and fresh fragrance. Not available as a shower gel.||In the advertising is shown fake flying company with very sexy stewardesses. Still available in some stores and released for the first time in the UK in April 2011 and is exclusive to boots stores.||2008 (UK: Present)|
|2008||Day and Night||An deodorant to use for the day, and the other for the night.||Advertising says that one is suitable for everyday, the other is not. Night was released in the UK as a stand-alone Limited Edition exclusively available in Asda. A shower gel was also available.||2010 (UK: Night only: 2011)|
|2008||Boost or Ignite||Warm Guava Scent.||Based on a shower gel.||Present|
|2009||Heat||Warm Citrus Scent.||Available in Shampoo only. This Limited Edition Shampoo + Conditioner came out with Freeze anti-itch shampoo. The scent seems to rival the Fever body wash and body spray line of products.||Winter 2009|
|2009||Proximity sub-label: Amber, Bergamot, and Vetiver||Three scents under the Proximity name. Lighter, more sophisticated fragrances targeted at less juvenile men. Sold at a higher price than regular Axe range. Comes in body spray only.||2010|
|2009||Summer||Is a light variant, light and sweet lime fragrance.||Limited Edition, called "Cool Summer" in Australia||Fall/Autumn 2009|
|2009||Music Star Guitar and Music Star Drums||Available in South America||Is a repackaging of the Mirage fragrance from the 90's.
Also available as a shower gel
Body Spray Dry Anti-perspirant and shower gel are sold exclusive to Tesco in the UK and Ireland as Musicstar.
|2010||DRY+ Sensitive||Anti-Perspirant designed for sensitive skin.||Only available as an anti-perspirant and roll-on.||Present|
|2010||Play 2010||Available in Argentina and Chile||Many colors and PLAY2010 on the bottle.||Present|
|2010||ex_friends||This limited edition bottle is green, with a bolt on the middle||Available now in Central America.||Present|
|2010||Legend||Limited Edition Australian variant||Bottled in an all yellow bottle and used the famous Axe beach advertisement. Comes with a simply irresitable warning on the bottle.||Present|
|2010||Alpha||Limited Edition alpha male variant||Exclusively available in Boots stores in the United Kingdom. The shower gel is a re-released version of Transform||2011|
|2010||Full Control||Dry||Available in Argentina and Chile initially but now released widely.||Present|
|2011||Googly||Cricket Special Edition||Launched in India during ICC Cricket World Cup 2011.||Present|
|2011||2012||Limited Edition fragrance initially released in Mexico before a worldwide release.||Backed with a mythical ark marketing ploy illustrating the rumoured end of the world in 2012.||Present|
|2011||Absolute||Dry||An anti-perspirant available in South America.||Present|
|2011||Ciao||Australian Limited Edition deodorant||Only available in Coles Supermaket in Australia and features and Italian theme.||2011|
|2011||Sport Blast||Designed to re-energise after sport||Comes in an all blue bottle and released with a shower gel.||Present|
|2012||Attract or Anarchy For Her||Special edition of the popular fragrance||The first edition of Axe available for women.||Present|
|2012||Black collection||Eau de Toilette limited edition collection||An exclusive of 6 fragrances exclusively released on the UK Lynx Facebook page. The fragrance packs are loaded into a USB chargeable holder. Varieties are: Sunlight Seduction, Noon Temptation, Afternoon Intrigue, Evening Encounter, Midnight Embrace, Passion By Night.||Present|
|2013||Random||There are 3 fragances||The three bottles makes the name AXE.||Present|
|2013||Mature||It's a limited edition of the duo mature/young axe||The bottle is Red.||Present|
|2013||Anarchy For Her II||Uplifting and lively citrus||The second edition of Axe available for women.||Present|
|2013||Below Zero||Light blue bottle with frost surrounding the Axe name.||Probably a re-release of the 2006 Below-0 and Get Fresh.||Present|
Axe shower gels
|Year||Name||Description||Notes||Year of Discontinuation|
|2002||Shower Shake:Speed and Contact||Shower gel that contained both a shower gel and a moisturiser||Speed: Present
|2004||Recover or Anti-Hangover or After Hours||Citrus Scent||Also available as body spray.||2010|
|2004||Skin Contact:Sensitive, Hydrating, Purifying, Smoothing and Revitalizing||Smooths Skin||Sensitive is a newer version, with revitalizing being the newest.||Present|
|2004||Groove or Night Attack||Guarana scent with light musk and power beads. Also known as Transform.||Present (UK:2007)|
|2004||Sunrise||An orange shower gel designed to waken you up in the morning.||2007|
|2005||Re-Load||A blue coloured shower gel.||Present (UK:2007)|
|2006||Boost or Ignite||Warm Guava Scent||A red coloured shower gel, also available as body spray.||Present (UK:2010)|
|2006||Thai Massage||Present (UK: 2011)|
|2007||Shock||Icy Mint Scent||Present|
|2008||Snake Peel or Skin Resurrection||A mix of cactus oil and desert minerals.||Present (UK:2009)|
|2009||Hot Fever or Fever||A fragrance infused with Brazilian hot mud and red dragon fruit extract||It was promoted largely at T4 on the beach on 19 July 2009 which had the guy from the advert dance on stage with his dancers. The advert has got the slogan "Muchas Maracas", Maracas and the shower gel were given away during T4 to promote. Released in U.S. in 2009.
|2010||Rise or Rise Up||With Lime Extract||Also available as deodorant.||Present|
|2013||"Apollo and deep space"||Icy with a sharp deodorant smell||Was advertised in Indian celebrity cricket game and advertised in super bowl.||Present|
|Year||Name||Description||Notes||Year of Discontinuation|
|2000||Control||The first shampoo released by Lynx UK.||Part of a major re-brand that included razor blades and barbor products||2002|
|2000||Energise or Energy||Peppermint shampoo.||Part of a major re-brand that included razor blades and barbor products. Re-Released as a shaving gel.||2004|
|2008||Constrict or Clean & Control||Shampoo that de-poofs your hair.||Part of the Axe hair crisis relief products.||Present|
|2008||Dual or 2 in 1||Shampoo and conditioner.||Part of the Axe hair crisis relief products.||Present|
|2008||Intense or Deep Clean||Removes product build-up and scrubs your hair.||Part of the Axe hair crisis relief products.||Present|
|2008||Armor or Anti-Dandruff||Removes dandruff from hair.||Part of the Axe hair crisis relief products.||Present|
|2008||Primed or Just Clean||Just shampoo.||Part of the Axe hair crisis relief products.||Present|
|2008||Lure or Just Soft||Just conditioner.||Part of the Axe hair crisis relief products.||Present|
|2009||Freeze or Itch Relief||Soothes the itch and gets rid of flakes.||Part of the Axe hair crisis relief products. This shampoo seems to follow the Shock line of products.||Present|
|2009||Heat||2 in 1 shampoo + conditioner. Warm citrus scent.||Part of the Axe hair crisis relief products. This shampoo has been marketed under Limited Edition status! This shampoo supposedly follows the Fever line of products.||Winter 2009/Re-Released|
|2010||Zen||Gets you calm and centered so you can focus on the day (or night) ahead.||Part of a new set.||Present|
|2010||Downpour||Gives you a refreshing clean so you're ready for whatever lies ahead.||Part of a new set.||Present|
Axe hair stylers
|Year||Name||Description||Notes||Year of Discontinuation|
|2000||Short Stuff Wax||Designed for short hair.||Initially released in 2000 then re-released as part of the Axe Hair range.||2004|
|2002||Control Freak Styling Gel||Helps keep you hair under control.||Part of the Axe Hair Range.||2004|
|2000||Invisible Hair Gel||Clear hair gel.||Part of the Axe Hair Range.||2004|
|2008||Charged or Spiked-Up Look||Spikes up your hair.||Part of the Axe hair crisis relief products.||Present|
|2008||Laid Back or Shaggy Look||Gives you an easy looking hair.||Part of the Axe hair crisis relief products.||Present|
|2008||Whatever or Messy Look||Gives you a messy look.||Part of the Axe hair crisis relief products.||Present|
|2008||Refined or Clean-Cut Look||Gives you a clean cut, polished looking hair.||Part of the Axe hair crisis relief products.||Present|
|2009||Sleek or Smooth & Sophisticated Look||Provides extra shine and control so that you can get sophisticated hair.||Part of the Axe hair crisis relief products.||Present|
|2010||Natural & Understated Look||For a light hold and natural looking hair.||Part of the Axe hair crisis relief products.||Present|
|2010||Crew Cut & Buzzed Look||A buzzed look that's soft and protected with SPF15.||Part of the Axe hair crisis relief products.||Present|
|2011||Hold + Touch: Spiking Glue||Spikes up your hair. For normal hair||Part of the Axe Hold + Touch range, released as Strong Cream Gel in Europe.||Present|
|2011||Hold + Touch: Cream Wax||Spikes up your hair. For thick hair||Part of the Axe Hold + Touch range, released as Extra Strong Cream Gel in Europe.||Present|
|2011||Hold + Touch: Paste||Spikes up your hair. For fine hair||Part of the Axe Hold + Touch range.||Present|
From the 1990s, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003, the advertising in the UK for the Pulse fragrance showed how it supposedly gave "geeky" men the confidence to woo women with dance. In 2005, Consumer Expert Dr. Vince Wong, CEO of Insights Interactive, was hired to help explore cross cultural behavioral motivations of their young male adult consumers. This fed into development of the brand globally, resulting in award winning global communication campaigns. This was followed by Touch, Unlimited, Clix, and in 2007, Vice, which was marketed on a theme of making "nice" women become "naughty".
Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism. The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development."
On January 12, 2008 12-year-old Daniel Hurley from Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space. Videos on social networking sites depicted teens setting themselves on fire. The trend resulted in multiple injuries. After these incidents occurred, the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.
Axe Apollo Space Academy (AASA)
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Axe initiated a marketing campaign whereby the company would select people in a worldwide contest to become astronauts who would fly sub-orbital space missions aboard the XCOR Lynx spaceplane. On December 5, 2013, Axe announced the 23 space cadets who had won the extensive training competition held at the Kennedy Space Center in Florida. The winners were from 23 different countries, some of which did not have space agencies or had not produced any astronauts before. The suborbital rides would take place after the unbuilt XCOR Lynx rocket would have passed flight test objectives.
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