Body Wash, Shower Gel

Axe, or Lynx (see below), is a brand of male grooming products, owned by Anglo-Dutch company Unilever who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories. more...

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Body Scrubs
Body Sprays, Mists
Body Wash, Shower Gel
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Bath & Body Works
Crabtree & Evelyn
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Perlier
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Mixed Items
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Samples, Travel Sizes
Scar, Stretch Mark Reducers
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Dietary Supplements,...
Hair Care
Hair Removal
Health Care
Massage
Medical, Special Needs
Nail
Natural Therapies
Oral Care
Other Health & Beauty Items
Over-the-Counter Medicine
Skin Care
Tanning Beds, Lamps
Tattoos, Body Art
Vision Care
Weight Management
Wholesale Lots

Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, anti-perspirants, aftershaves and shower gels. In most of the world the brand is named Axe; in Australia, New Zealand, Ireland, and the United Kingdom it is named Lynx.

History

Axe was launched in France in 1983 by Faberge which became part of the Unilever group of companies in 1989. It was created as a version of one of Unilever's other brands, Impulse, but targeted at males. Impulse was a fragranced deodorant body spray for women that promised wearers male attention . Unilever were keen to capitalise on Axe's French success and rolled it out in the rest of Europe from 1985 onwards, later introducing the other products in the range. It could not use the Axe brand name in UK & Ireland as this had already been trademarked by another company who tried to sell the rights back to Unilever for a vast sum, so it was launched as Lynx .

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 USA and Canada.

The company has also consolidated its deodorant portfolio by migrating other over-lapping male deodorants into the Axe brand such as South Africa's Ego brand.

Variants

From its launch, the yearly fragrance variant of Axe has played a key part in the success of the brand, by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the odor of the fragrance inside and included Musk, Spice, Amber, Marine and Oriental.

From 1990 until 1996 geographic names were used such as Africa, Alaska, Java and Inca. From 1996 to 2002 Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same perfumer, Anne Gottlieb, to develop the fragrances to launch variants such as Dimension, Apollo, Voodoo, Gravity and Phoenix.

From 2003 Axe variants showed clever ways they helped men get women. In 2003 the Pulse fragrance showed how it gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix and in 2007 Vice was marketed on a theme of making "nice" women become "naughty".

Read more at Wikipedia.org