Axe (brand)

Axe, or Lynx (see below), is a Unilever-owned brand of men's deodorant body spray and shower gel that is very popular in Australia, North America, South America, South Asia and Europe, whether under the name Axe or under a different name. Axe was first launched in France in 1983.

Currently there are thirteen fragrances available (listed below). Advertisements for Axe bear vague sexual innuendo; some directly stateing that using Axe will assist the consumer in seducing women. In the Americas, South Asia and mainland Europe, this product is sold as "Axe". In Australia, New Zealand, Ireland and the United Kingdom it's sold as Lynx. In this article, the product will be referred to as "Axe". In Uruguay it was sold as "Lynx" until 2004.

In many of the target countries, television advertisements have portrayed the deodorant as being a major factor in attracting potential partners (the so-called "Axe effect" or "Lynx effect"), and claim that the deodorant lasts for 24 hours.

History

Axe deodorant was first launched in France in 1983.

UK History

Axe was first launched in the UK under the name "Lynx" by Elida Gibbs Ltd in 1985. It was the first body spray to be released as a stand alone product, not as part of a larger product range.

Initially it was availible in three fragrances: - "Amber", "Musk" and "Spice". In 1987 this was extended to include the fragrance "Orient".

In 1988 shower gels were introduced to match the four fragrances of the body sprays. These were promoted by selling free sample mini-packs of the shower gel with the deodorant.

By 1989 a new fragrance called "Marine" was released. Also in the same year, an aftershave was launched.

List of Available Fragrances

On the US Market, there are currently thirteen fragrances available in the Axe deodorant line.

• Apollo
• Essence
• Kilo
• Orion
• Phoenix
• Ready (limited edition)
• Recovery (limited edition)
• Relapse (limited edition)
• Touch
• Tsunami
• Unlimited
• Voodoo
• Willing (limited edition)

Internationally, a number of additional fragrances are available. While all of these can be found under the Axe brand, some are also sold under the Lynx brand.

• Africa
• Air (limited edition)
• Alaska
• Anti-Hangover (limited edition)
• Atlantis
• Below-0 (limited edition)
• Blue Ice (limited edition)
• Dimension
• Gravity
• Inca
• Java
• Marine
• Musk
• Pulse
• Silver Fusion (limited edition)

Controversial Advertisements

Axe has had a number of sexually explicit advertisements. These advertisements are generally released online before releasing it on television networks.

• In mid-2005, an advertisement featured two frogs engaging in sexual intercourse. The ad also featured a man and a woman about to engage in the same. This advertisement has been revoked.
• Advertisement titled "Listening 101", featured a woman talking to a man, while he is being distracted. The distractions are a car, then a soccer game, followed by two lesbians making out, with blurs.

External links

• Offical US Website