Axe, or Lynx (see below), is a brand of male grooming products, owned by Anglo-Dutch company
Unileverwho manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories.
Axe's lead product is a
deodorantbody spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels. In most of the world the brand is named Axe; in Australia, New Zealand, Ireland, and the United Kingdomit is named Lynx.
Axe was launched in
Francein 1983 by Fabergé which became part of the Unilevergroup 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 [http://www.businessweek.com/magazine/content/07_27/b4041401.htm Children Of The Web ] ] . Unilever were keen to capitalize 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. [ * [http://www.iaaglobal.org/file.ashx?fid=08eff0a5-b79e-4e09-9824-4b3948190f63 Internal Unilever Document revealing success and market share of Axe/Lynx brand in all markets where launched] ] 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.
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, Nevadaand Inca. From 1996 to 2002 Axe took inspiration from Calvin Kleinfragrances (also owned by Unilever at that time), using the same perfumer, Anne Gottlieb [ [http://www.basenotes.net/cgi-bin/basenotes.cgi?Perfumer=Ann+Gottlieb Fragrance Directory - Basenotes ] ] , 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 [http://www.cmdglobal.com/trendwatch/current/trendsetter?1=1&blockid=828242&blocktemplateid=827895 Creative Media Database TV as TRENDSETTER ] ] . This was followed by Touch [http://www.haveyougotthetouch.com/ Axe Touch ] ] , Unlimited [http://www.unilever.co.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.asp New Lynx fragrance set to deliver 'Unlimited' sales ] ] , Clix [http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp Lynx- Click ] ] and in 2007 Vice was marketed on a theme of making "nice" women become "naughty".
In 2008 a different direction was taken when a chocolate scented body spray, Dark Temptation, was released. [http://www.sundaymirror.co.uk/news/sunday/2007/09/30/chocolate-deodorant-to-lure-girls-98487-19870706/ Chocolate deodorant to lure girls] ]
Axe Yearly Variant Chronology
Axe's list of yearly body-spray variants is as follows. Please note this list does not include limited edition or short lived variants, as these are listed in a following table.
Axe Limited Edition Chronology
Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year.
Adverse publicity has been generated by accusations of:
* Sexist and degrading advertising http://www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1003657582]
* Contradictory messages versus Dove which is also owned by Unilever
* Being seen to encourage sexual promiscuity [ [http://www.guardian.co.uk/world/2006/jul/09/paulharris.theobserver The Menaissance | World news | The Observer ] ]
* Harmful effect of Volatile Organic Compounds in aerosol deodorant on mothers and babies [ [http://www.cosmeticsdesign-europe.com/news/ng.asp?id=55515-personal-care-aerosols Personal care aerosols court controversy ] ]
* Link between ingredients found in aerosols and damage to the environment [ [http://news.bbc.co.uk/1/hi/health/3752188.stm BBC NEWS | Health | Aerosols 'harm mother and baby' ] ]
* Potential for solvent abuse and subsequent death amongst young males [ [http://news.bbc.co.uk/1/hi/uk/448876.stm BBC News | UK | Star pupil's spray can death ] ]
* Being banned in schools because of the health risks [ [http://education.guardian.co.uk/schools/story/0,,1739144,00.html Teachers bemoan curse of the 'Lynx effect' | News crumb | EducationGuardian.co.uk ] ]
* Includes ingredients tested on animals [ [http://www.natural-skincare-authority.com/lynx-deodorant.html Review: Lynx Deodorant by Natural Skincare Authority ] ]
* Targeting adverts at underage children [ [http://www.commercialexploitation.org/pressreleases/axtheaxe.htm Ax the Axe Campaign ] ]
* [http://www.thelynxeffect.com/ Official Lynx site]
* [http://www.theaxeeffect.com/ Official Axe site]
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Look at other dictionaries:
Lynx (grooming product) — Lynx Type Men s grooming products Owner … Wikipedia
Lynx (deodorant) — Lynx, or Axe (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. Lynx s lead product is a deodorant… … Wikipedia
Axe (Marque) — Pour les articles homonymes, voir Axe. Axe (Lynx au Royaume Uni) est le nom d un déodorant pour homme du groupe Unilever. Sorti en France en 1983, il est aujourd hui vendu dans plus de 60 pays. Il occupe la première place sur plusieurs marchés… … Wikipédia en Français
Axe (marque) — Pour les articles homonymes, voir Axe. Axe (Lynx au Royaume Uni) est le nom d un déodorant pour homme du groupe Unilever. Présentation Sorti en France en 1983, il est aujourd hui vendu dans plus de 60 pays. Il occupe la première plac … Wikipédia en Français
Axe (disambiguation) — An axe (or ax) is a tool with a metal blade, commonly used to split wood, also historically used as a weapon.Axe may also refer to: * Axe (Lynx), a brand of men s body spray which acts as both cologne and deodorant. * Axe!, a 1977 American horror … Wikipedia
Lynx — (griech. lýnx, der „Luchs“) bezeichnet: den wissenschaftlichen und Fabel Namen der Luchse, insbesondere des in Europa vorkommenden eurasischen Luchses (Lynx lynx) den lateinische Name eines Sternbildes, siehe Luchs (Sternbild) eine Marke für… … Deutsch Wikipedia
Lynx — puede hacer referencia a: Lynx, género que engloba a las especies de felinos conocidos comúnmente como linces. Lynx, constelación del Hemisferio Norte. Lynx (también llamado Linco), en la mitología romana, fue un rey escita al que Deméter… … Wikipedia Español
Axe — Para otros usos de este término, véase Axe (desambiguación). Diversos productos Axe y Lynx del mundo. Axe (también llamada Lynx) es una marca de Unilever de desodorantes, perfumes, y gel de ducha que es popular en Norteamérica, Europa, Australia … Wikipedia Español
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