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Axe or Lynx (in the United Kingdom, the Republic of Ireland, Australia, and New Zealand) is a brand of male grooming products consisting of body sprays, deodorants, antiperspirants, shower gels and hair products. Axe is owned by the British–Dutch company Unilever, which is the third-largest consumer good company in the world, and markets their Axe/Lynx grooming products towards a youth male demographic.

History

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse. With the success of Axe in France and the majority of Europe, Unilever wanted to capitalize on this success and expand their products worldwide by continuing to add new products. Unilever was unable to use the brand name Axe in the United Kingdom and Ireland due to trademark issues, so it was launched as Lynx.[1]

The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. (deletion of useless information – no information found)

Axe also has a big impact in media. The official fan Face Book page has over three million fans and the official YouTube page has over eighteen million views. Axe has always been known for their ‘pushy’ advertisements, some in which have been banned before for inappropriate content, but the advertisements that have been acceptable have won 10 Cannes Lions Advertising Awards.

In January 2012, Unilever launched its first Lynx product for women in the United Kingdom as part of a global expansion of the previously men’s-only brand.[2] The Line of products is named "Axe Anarchy."[3]

Product

Although Axe's lead product is the fragranced aerosol deodorant body spray, other grooming products are available. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Axe Dry), and anti-perspirant stick (also called Axe Dry). (deletion of useless information – no information found)

From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.[citation needed]. See an interview of Ann Gottlieb, in which she speaks about Axe fragrance development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-Professions-Ann-Gottlieb In 2009, the brand launched a compact container called the Axe Bullet.[4] The brand has also extended into other areas such as shower gels, aftershaves, colognes, skin care, shampoo, and hairstyling products. Failed extensions include Underwear and razors.

Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick.[citation needed] The Axe Shampoos come in three different sizes, the regular and most seen 12 fl oz size and the travel or sample size of 1.7 fl oz, 22oz bottles were introduced recently.

Axe also ships a shower scrub tool called the Axe Detailer.

List of Products COMPLETE

Marketing

From 2003, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising in the UK for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited,[27] Clix,[28] and in 2007, Vice[28] was marketed on a theme of making "nice" women become "naughty". Dating coach Josh Pellicer (The Tao Of Badass) served as a consultant for the advertisements.

Axe is known for its offensive ads particularity towards women. They are being depicted as ‘sex-crazed’ objects. Axe wanted to change the medias perspective towards these degrading comments. Once introducing the ‘Axe Anarchy’ line, they are now releasing advertisements suitable for both men and women, not being sexist towards one gender over the other. Axe wanted to aim in their advertisements for ‘both sexes to be good looking.’

PR Controversies

Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism.[36] 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."[37]

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 Axe in a confined space.[38][39] Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries.[40] In response to the possible safety concerns,[citation needed] the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.[41]