Lynx (deodorant)
 
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| Product type | Men's grooming products |
|---|---|
| Owner | Unilever |
| Country | France |
| Introduced | June 6, 1983 |
| Related brands | Dove |
| Markets | Worldwide |
| Website |
www www |
Axe or Lynx is a brand of male grooming products, owned by the Anglo-Dutch company Unilever and marketed towards the young male demographic. It is known as Lynx in Britain, Ireland, Australia, New Zealand and China. In other countries it is known as Axe. Among these are Brazil, Canada, Germany, the Netherlands, Poland, Russia, Scandinavia, Malaysia and United States.
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.
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".
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