Axe has become one of the world’s most popular male grooming brands, by being a guy’s best first move. Cool, adventurous and never dull, Axe is designed to keep guys a step ahead in the dating game.
Unilever’s research and development teams work with a panel of ‘expert noses’ to create Axe products, and come up with fragrances that help men smell and feel their best. But the scents aren’t just developed in the lab. Every aroma is tested on the target audience – real women.
Every year, a new Axe deodorant fragrance is launched, combining seductive scents with the latest technology, from the irresistible chocolate-inspired Dark Temptation fragrance to the stimulating Axe Rise range.
And Axe, known as Lynx in the UK, Ireland and Australia, also includes shower gels and shampoos with the same seductive scents.
Winning worldwide fans
Axe has been helping guys get the girl since the brand launched in France in 1983. Now men in more than 90 countries, from the Americas to Asia, reach for Axe every day.
The Axe brand is built on epic and disruptive advertising. The attention-grabbing ads are famous around the world, and have been recognised by the prestigious Cannes Lions Advertising Awards – we’ve won more than ten of the event’s sought-after accolades.
The Axe Effect also has a high profile on social media. We have hosted a competition to win tickets to travel in space and have more than 25 million fans around the world on Facebook.