Body Wash, Shower Gel

AXE, or LYNX (see below), is a brand owned by Anglo-Dutch company Unilever, which produces products such as Hellmann's mayonnaise, Popsicle ice cream, Dove (soap), Domestos bleach, Knorr (brand) dehydrated broth and Vaseline petrolium jelly. more...

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The Axe brand promise is that it gives guys the edge in the mating game (the so-called Axe Effect or Lynx Effect).

Axe's lead product is the deodorant bodyspray, however there are other male grooming products included in the range such as deodorant stick, anti-perspirant, aftershave, and shower gel. In most of the world this product is sold as Axe, however in Australia, New Zealand, Ireland, and the United Kingdom it is sold as Lynx.

History

Axe was first launched in France in 1983 by Fabergé which was part of Unilever. It was created as a male version of one of Unilever's other brands, Impulse, which was a fragranced deodorant bodyspray 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. Confusion exists as to why the brand was renamed Lynx in UK. Some say that the Axe Trademark had been bought up by another company who tried to sell it to Unilever at an inflated price, others blame Anglo-French rivalry within Unilever and a small number insist there were a spate of horrific axe-murders in UK at the time which gave negative connotations to the word Axe.

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, but the recent launch in Japan has so far been a failure, due to the extremes of this market.

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 and Asian variants from the Denim range.

Although Axe launched as a deodorant bodyspray, it soon moved into the broader male grooming category by launching successful anti-perspirants, aftershaves and shower gels, as well as less successful shampoos, razors, and skin care products. All products promise in one form or another to give guys the edge in the mating game.

Speculation into Lynx becoming Axe

Speculation on Basenotes suggested, in 2002, that Unilever would possibly change Lynx to Axe since Ego was renamed to Axe in South Africa as part of Unilever’s efforts to globalize and consolidate their various brands. However by keeping the brand name Lynx in UK, Unilever are able maintain a price premium in this market compared to the rest of the world, as UK shoppers will not purchase grey imports called Axe. Therefore for the medium term the brand is likely to remain as Lynx in the UK and Ireland.

Read more at Wikipedia.org