Axe (grooming product
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Men's grooming products
Axe (or Lynx in the UK, Ireland, New Zealand, Australia & China) is a brand of male grooming products, owned by the British/Dutch company Unilever and marketed towards young males. The scents range from popular scents to the least common scent called lemon-lime.
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1 History 2 Products o 2.1 List of Axe & Lynx deodorants o 2.2 Axe Limited Edition chronology o 2.3 Axe Shower Gels 3 Marketing o 3.1 PR controversies 4 Axe Shampoos 5 Axe Hair Stylers 6 References 7 External links
This section needs additional citations for verification. Please help improve this article by adding reliable references. Unsourced material may be challenged and removed. (May 2009)
Lynx Africa deodorant body spray and shower gel Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.
Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems 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 United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Axe brand such as South Africa's Ego brand.
Line of Axe products Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Axe Dry), and antiperspirant stick (also called Axe Dry). From its launch, the yearly fragrance variant 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 fragrances and included Musk, Spice, Amber, Marine, and Oriental. From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.. See an interview of Ann Gottlieb, in which she speaks about Axe fragrance development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-Professions-AnnGottlieb In 2009, the brand launched an 8-centimeter container called the Axe Bullet. The brand has also extended into other areas such as shower gels, aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Barbershop and razors. Most scent names usually have a shower gel to companion them and sometimes an antiperspirant/deodorant stick.
Limited edition or short-lived variants are listed in a following table.
One of the first three variants that Axe launched. or 1983 Moschus. 22oz bottles were introduced recently. (May 2009) Axe's list of yearly body-spray variants is as follows.7 fl oz that has a different top. Variant name is a description of fragrance. or Ambre. Unsourced material may be challenged and removed. Unknown first in France. Axe also ships a shower scrub tool called the Axe Detailer. Available in Germany. Present first in France. Please help improve this article by adding reliable references. or Wild Musk. The Axe Shampoos come in two different sizes. Notes Year of Discontinuation
Amber. Year Variant Name Description Variant name is a description of fragrance. Discontinued One of the first three variants that Axe launched. or 1983 Sandal.
. or Magic Amber or Epice.
 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. or Brave. Musk.
 List of Axe & Lynx deodorants
This section needs additional citations for verification.Can of Axe Twist The 2009 frame has a mint scent. the regular and most seen 12 fl oz size and the travel or sample size of 1.
One of the first three variants that Axe launched. 
1996 Inca or Aztec
A warm spicy fragrance named after Discontinued the Inca civilization. and CENTCOM AAFES stores that stock from Europe. France. Known as Tempest in South America.
. Brazil. Spice fragrance. Austria. Brazil.Spice or Agrest Variant name is a or Boise. first in France.still available Possibly 2002 in Germany The most popular variant of Axe. Spain. or description of 1983 Blue Chypre or fragrance. Argentina. Africa is the most popular variant in the UK and still is for 14 years. . Variant named after the state in the United States. still available in the Netherlands. Belgium. Fraiche. 2002
Africa or African Variant named after 1995 Amber or Native the continent. In this year. marketed as Kilo in North America and Native in Present Brazil. Variant named after the island in Indonesia.
Discontinued . Musk Variant name is a (Moschus in description of 1985 Germany).
Possibly late 90s
1990 Tempest  1991 Mirage  1992 Nevada
Possibly late 90s Possibly late 90s Possibly 2002
1993 Java 
1994 Alaska 
Variant named after the state in the United States. Discontinued As of 2008. these three variants were used to launch the brand in the UK. Discontinued Discontinued Discontinued
Possibly late 90s
Oriental or 1987 Orient or Dark Oriental
Variant name is a description of fragrance. France. and Germany This was the first "new" variant that Axe launched and started a strategy of a yearly new variants. Musk is still available in Argentina.
Possibly late 90s
Variant name is a description of fragrance. Amber.
Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse in 1999.Atlantis or Energy  1998 Apollo 1997 1998 Eclypse
Still available in some countries Discontinued Variant released only Discontinued in South America.S. Spain in 2000.
A US variant
Used TV advertising that showed two sides to a man's relationship with women. Tsunami Axe launched in 2002 or Maniac.
2004 2004 2004
Adrenalin or 2000 Accelerate or Orion 2001 Gravity 2002 Dimension
Present Present Present
Apollo. Still available in some countries. Essence or Fusion
Used the "Make Luv" dance track which reached number 2008 1 in UK. This is the line up that Axe launched with in U.
. Still available in some countries.S. Present also called Fusion in some countries. The commercial asked if you believe in hypnosis. Kilo. The advertising featured a man falling to Earth. Not available as a shower gel. Voodoo A European variant suggests that it gives geeks added confidence so they 2003 Pulse can pull off crazy dance moves to impress girls and be irresistible. Limited edition version released to cover the "Phoenix Legends" Dance Event in Ibiza. U. Also called Enygmata in some countries. Phoenix. which was the effect of this axe scent.
Because if you have conviction. At the end of the advertising there are thousands of men Present holding Axe Conviction and singing in a choir by a statue of a man also holding Axe Conviction.
Advertising implies that it will turn "nice girls naughty" thanks to the forbidden fruits in the fragrance.
A light blue color. Released In India as shaving 2008 cream.
Used TV advertising that showed many men who are successful with women. Join the world of conquest. No woman who can turn her face. 2008 women getting more and (UK) more turned on Mimics the Chinese kung fu film Crouching Tiger. Axe gave away free clickers to promote the scent. no woman can say no.
Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a 2010 crime film. Hidden 2007 Dragon. deodorant and aftershave. Unite to this world.
A red blood color. Because women like men safe. The Lynx version uses Ben Affleck in the advertising instead of Nick Lachey. and deodorant stick.
. This variant is portrayed as making men so attractive to women they will need a clicker to keep score of the number of women who check them out. Still available in some countries.
2006 Click or Clix
Also called score in some countries. Uses Nick Lachey in the advertising Present who is out-scored by a hotel worker who wears Clix. The TV advert features Present. body wash.2003 Conviction
Join the world of conviction. The Latin phrase virgo in flagrante delicto is printed in mirrored text on the spray.
He then goes on to be eaten by a series of women. blue colored can. 2008
Millennium or 2000 Zero
2001 White Label
. logo is changed for this fragrance only. Description Limited edition for the start of the new millennium Notes Year of Discontinuation 2006 Released in conjunction with the Eurphoria White Label Music event. Also the Present.
Advertising features a man who turns into chocolate when he sprays himself with Present Axe. The advertising campaign features a caveman who sprays the fragrance on himself and becomes Present irresistible to women. Comes in a blue and black 2008 can.(Music in style fragrances. Spice fragrance. amber. white and red can with guitar motif. The tag line is "No one can resist a man in leather. advertising implies that because women like 2008 Dark Temptation chocolate. this limited 2002 edition variant was available in the UK for a short period of time." Not available as a shower Present gel yet. they will find men who smell of chocolate irresistible The scent includes cardamom. Present
Wild Spice or Africa Duo Twist (TWI T) 2010 or Shift[citation 2009
Music Star[citation Has a 'rock and roll' 2010 needed]. Spelled with a backwards S. came out with the willing scent. The bottle is dark and Initially released in the Dark violet with tribal Temptation gift set.A chocolate-smelling fragrance. and atlas cedar to produce a spicy scent of leather. tattoo as a lone product. United States) 2011 Provocation or Excite Limited Edition Name
Black. but now Present. Has a Citrus scent. Clearly states it's a very limited edition. Long lasting effect makes you always ready for "action".
Still available in some stores. in 2009.
. Released in U. Light fresh fragrance. Released in U. Based on a shower gel and comes Present in shower gel and body spray form. Released in U. One of the three scents released by Axe under limited edition status. A 2007 different fragrance to the American "Fusion" variant. Both should be sprayed together to make a new smell.
One of the three scents released by Axe under limited edition status. that came in an all silver can.2005 Willing
Same scent as "Air. Present Comes in shower gel and body spray form.
Below 0 or Get Cold and fresh Fresh or Blue Ice fragrance.Citrus scent Hangover
Ice mint scent
Fever or Hot 2009 Fever
A fragrance infused with Brazilian hot mud and red dragon fruit extract. the other is called 2.
2006 Silver Fusion (?)
Exclusive to Germany.S. A pack of two cans of Axe."
Clearly states it's a very limited edition.
Available as a shower gel too. green colored can.S. A German variant. Still available in some Present stores. One is called 1. Based on a shower gel and comes Present in shower gel and body spray form. in 2009. Advertising shows a girl kissing a boy and the mouth of the girl get freezed.
Recovery or 2008 Recover or Anti. in 2009. One of the three scents released by Axe under limited edition status.S. Same scent as "Ready. Also Present available as a shower gel. came out with the ready scent." Long lasting effect makes you always willing for "adventure".
2009? Lab 2009 Summer
Eau de Toilette
The first original eau de toilette released in USA. Is Present only available in DRY. and Vetiver
Three scents under the Proximity name.
2008 (UK: Present)
Warm Citrus Scent.2008
An anti-perspirant. light Limited Edition. and roll-on.
Is a light variant. Sold at a higher price than regular Axe range.
Advertising says that one is Present suitable for everyday. and the other for the night. not normal.
Advertising features a man that stays focused when he sprays himself with Axe. An deodorant to use Day and Night for the day. Lighter. Present Available in Shampoo only. Comes in body spray only. deodorant stick. 2009 Bergamot. Boost or Ignite Warm Guava Scent. Still available in Jet some stores and released for the first time in the UK in April 2011. the other is not. Not available as a shower gel. Based on a shower gel. more sophisticated fragrances targeted at less juvenile men. The scent seems to rival the Fever body wash and body spray line of products. Fresh mint scent. Only available DRY Sharp Focus as anti-perspirant body spray. This Limited Edition Shampoo + Conditioner came out with Freeze antiWinter 2009 itch shampoo.
In the advertising is shown fake flying company with very sexy stewardesses. not available as deodorant bodyspray. Sweet and fresh fragrance.
2010?. called Fall/Autumn and sweet lime "Cool Summer" in Australia 2009 fragrance.
Proximity sublabel: Amber.
Present. Launched in India during ICC Cricket World Cup 2011.Music Star Available in South 2009 Guitar and Music America Star Drums
Rise or Rise Up DRY+ 2010 Sensitive[citation 2010
With Lime Extract
Is a repackaging of the Mirage fragrance from the 90's. Present. on the bottle.
Full 2010 Control[citation
Dry Cricket Special Edition Central American Limited Edition Dry Australian Limited Edition deodorant
Present. Available now in Central America. Available in Argentina and Chile This limited edition bottle is green. Exclusively available in Boots stores in the United Kingdom. Only available in Coles Supermaket in Australia and features and Italian theme. Also available as a shower gel Body Spray Dry Antiperspirant and shower gel are sold exclusive to Tesco in the UK and Ireland as Musicstar. Present. Also available as a Shower Gel Available in Argentina and Chile initially but now released widely. Bottled in an all yellow bottle and used the famous Axe beach advertisement. Present Present. Also available as a shower gel
Anti-Perspirant Only available as an antidesigned for sensitive perspirant and roll-on. skin.
Present. A limited edition deodorant released in Mexico. Present. An anti-perspirant available in South America.
2010 Alpha 2010 Cool Metal[citation
2011.with a bolt on the middle Limited Edition Australian variant Limited Edition UK variant
Many colors and PLAY2010 Present.
2011 2012 2011 Absolute[citation
2011 Ciao
 Axe Shower Gels
Sensitive is a newer version. The advert has got the Present slogan "Muchas Maracas". also Present available as body spray.
Present (UK:2007) A red coloured shower gel. Purifying. in 2009. Smooths Skin Smoothing and Revitalizing Guarana scent with light musk Groove or Night and power Attack beads.
Also available as body spray. Maracas and the shower gel were given away during T4 to promote. An orange shower gel Sunrise designed to waken you up in the morning.S. Hydrating.Year
Year of Discontinuation Speed: Present Contact: 2006
2005 2006 2006 2007 2008
Shower gel that Shower Shake:Speed contained both a and Contact shower gel and a moisturiser Recover or AntiHangover or After Citrus Scent Hours Skin Contact:Sensitive. (UK:2010) Present (UK: 2011) Present Present (UK:2009) It was promoted largely at T4 on the beach on the 19th July 9 which had the guy from the advert dance on stage with his dancers. A blue coloured Re-Load shower gel.
2009 Hot Fever or Fever
A fragrance infused with Brazilian hot mud and red dragon fruit extract
. Released in U. with revitalizing being the newest. Also known as Transform. Warm Guava Boost or Ignite Scent Thai Massage Shock Icy Mint Scent A mix of cactus Snake Peel or Skin oil and desert Resurrection minerals.
Rise or Rise Up[citation With Lime 2010 needed] Extract
Also available as deodorant. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Clix. and in 2007. the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. Videos on social networking sites depicted teens lighting themselves on fire.Removes dandruff 2008 from hair. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space. Dandruff Primed or Just Just shampoo. England died in a hospital five days after collapsing at his home. and the other warning of its flammability. Armor or Anti. Removes product Intense or Deep build-up and scrubs 2008 Clean your hair. Unlimited. 2008 Clean
. Year of Discontinuation Present Present Present Present Present
Constrict or 2008 Clean & Control Dual or 2 in 2008  1
Shampoo and conditioner. In response to the possible safety concerns. The trend resulted in multiple injuries. This was followed by Touch. Vice was marketed on a theme of making "nice" women become "naughty". Axe advertisements portrayed various ways the products supposedly helped men attract women.
From 2003." On January 12.
 Axe Shampoos
Year Name Description Shampoo that depoofs your hair. one against the use of Axe as an inhalant.
 PR controversies
Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism. Part of the Axe hair crisis relief products. 2008 a 12 year old boy in Derbyshire. the company created two ads. In 2004. Part of the Axe hair crisis relief products. Notes Part of the Axe hair crisis relief products. The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development.
Just conditioner. Year of Discontinuation Present
Charged or Spiked2008 Up Look 2008
Laid Back or Shaggy Gives you an easy looking hair. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. This shampoo seems to follow the Shock line of gets rid of flakes. Gives you a refreshing clean so Part of a new set.
 Axe Hair Stylers
Year Name Description Spikes up your hair. Look Provides extra shine and control so that you can get sophisticated hair. you're ready for whatever lies ahead. focus on the day (or night) ahead. Part of the Axe hair crisis relief Soothes the itch and products. Part of the Axe hair crisis relief products. This shampoo has been 2 in 1 shampoo + marketed under Limited Edition conditioner. Look Whatever or Messy Look Gives you a messy look.
Refined or Clean-Cut Gives you a clean cut. follows the Fever line of products. Part of the Axe hair crisis relief products.
Sleek or Smooth & 2009 Sophisticated Look 2010 Natural & Understated Look
Lure or Just Soft Freeze or Itch Relief
Part of the Axe hair crisis relief products. For a light hold and natural looking hair. polished looking hair. products. Part of the Axe hair crisis relief products. Warm status! This shampoo supposedly citrus scent. Notes Part of the Axe hair crisis relief products. Gets you calm and centered so you can Part of a new set. Part of the Axe hair crisis relief products.
ISBN 0749439270.basenotes. Kogan Page. http://www.html. 19. Retrieved 2009-05-09.html. http://www.basenotes. http://books.net/ID26121028. 2009-06-13. 2008-12-11. Retrieved 2010-01-27.uk/books?id=S3mBjtBR3wC&pg=PA111&lpg=PA111&dq=lynx+barbershop&source=web&ots=w9T8Bet5Iw&sig=R9OJrmIm1vaw2 qPvYUZIHSncgxE&hl=en&sa=X&oi=book_result&resnum=1&ct=result. 21. http://www. ^ "Axe Tempest by Axe / Lynx (1990)".net/ID26130537.uk.google.net. 2007-07-02.basenotes.basenotes. Basenotes. http://www.html.net/ID26125747.basenotes. packagingnews.net.net/ID26121027.basenotes. http://www. Basenotes.net/ID26121032. Retrieved 2009-04-02. ^ "Axe Marine / Lynx Marine by Axe / Lynx (1989)".photobucket. Retrieved 2010-01-27. 20. ^ "Axe Amber / Lynx Amber by Axe / Lynx (1983)".html. Retrieved 2009-05-09. 111.html. Retrieved 2009-05-09. Basenotes.co. Retrieved 2009-05-09. Basenotes. 17.basenotes. http://mundodasmarcas. http://www.net. 2009-06-13.net/ID26130539. Basenotes. Retrieved 2009-05-09. ^ "Axe Spice / Lynx Spice by Axe / Lynx (1983)".packagingnews. Retrieved 2009-05-09. products. Retrieved 2009-05-09. 9. 2. Basenotes. Basenotes.
.net. ^ "Axe Alaska / Lynx Alaska by Axe / Lynx (1994)".net.html.net. http://www. ^ "Axe Inca / Lynx Inca by Axe / Lynx".net. Retrieved 2010-01-27. "Children Of The Web".html. 12. Retrieved 2010-01-27. 8.net. Retrieved 2010-01-27.html.net.
1.blogspot. 14.html. 15.net/ID26121023. ^ "Axe Voodoo / Lynx Voodoo by Axe / Lynx (1999)". p. ^ http://www. http://www.htm. Brand Failures. http://www. abc "Axe Deodorants Divers 1987" (JPG).2010
Part of the Axe Crew Cut & Buzzed A buzzed look that's soft and hair crisis relief Look protected with SPF15.basenotes. 13.html. Basenotes.html. ^ http://i240. Basenotes. Retrieved 2010-01-27.net/ID26121029. http://www. 10.basenotes.net/ID26121030.html.co.html. 18. ^ "Axe Africa / Lynx Africa by Axe / Lynx (1995)".html. Basenotes.net.basenotes. 11.net/ID26125748.net. http://www. http://www.
4. Retrieved 2009-05-09. ^ "Axe Musk / Lynx Musk by Axe / Lynx (1983)".net/ID26121026. http://www. ^ "Axe Apollo / Lynx Apollo by Axe / Lynx". Basenotes.html.com/albums/ff174/ines_zaikova/COLLECTION%20%20under%20construction/GL OSSY%20PAGES%20A/AXE/AxeDodorantsDivers1987enesp.net. ^ "Axe Phoenix / Lynx Phoenix by Axe / Lynx (2000)". http://www.basenotes. ^ "Axe Mirage / Lynx Mirage by Axe / Lynx".net/ID26121022. 16.businessweek. Matt (2003).net.basenotes. http://www.
6.net.net/ID26121031. 7. Basenotes.co. 5. ^ "Lynx Orient / Axe Orient by Axe / Lynx (1987)". Basenotes.html. Basenotes.basenotes. Businessweek. http://www.
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^  29. Retrieved 2009-05-09.uk/world/2006/jul/09/paulharris. http://www. ^ a b "New Lynx fragrance set to deliver 'Unlimited' sales".uk/news/sunday/2007/09/30/chocolate-deodorant-to-lure-girls-9848719870706/. ^ Harris. Retrieved 2009-05-09.asp.sky. http://news.unilever.net/ID26121025. collapsed and died after 'using too much Lynx deodorant' | Mail Online". 28. link] 30. http://www. Basenotes. ^ "Boy. 27. ^ "Lynx Dimension by Axe / Lynx (2002)". Dailymail. 24. http://www.co. ^ [dead 31. "The Menaissance | World news | ''The Observer''". Retrieved 2009-05-09. Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley | UK News | Sky News".html.asp.com/skynews/Home/UK-News/Boy-12-Died-AfterSpraying-Deodorant-Lynx-Aerosol-Triggered-Heart-Condition-In-Daniel-Hurley/Article/200811315156332. ^
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The formulation is a base with higher efficacy to help men in attracting the fairer sex better than ever! And need we say anything about feminine attraction? You need to be a true Axe man to handle it all! The Axe Effect . is the largest selling Male Deodorant. iconic. Available in over 60 countries. It was launched in India in 1999 and has already become the largest selling Male Deodorant in India. viz. In India. Shaving Gel.Gets you more than before!
Number 1 male deodorant brand in India. Each fragrance of Axe is a scent of desire.Axe
AXE is a cool. Foam. iconic.irst
From our range
Axe Instinct . youth brand available in more than 60 countries around the world. AXE is a cool. and Cologne Talc. After-Shave lotion. Apart from the deos. youth brand available in more than 60 countries.Deodorant & After shaving lotion
. Ann Gottlieb. Axe. created by the international diva of fragrances. which has been launched in 1999. Axe also provides a grooming range for the young Indian male.Deodorant & After shaving lotion
Axe DarkTemptation .
Axe Dimension ± Deodorant Limited Edition
Axe Summer ± Deodorant Limited Edition
.Axe Pulse .Deodorant & After shaving lotion
Axe Denim ± Deodorant & After shaving lotion
Axe Click .Deodorant
Axe Touch .
At that time. 24 years later. It got its segments correct.HLL may have launched this brand inspired by the volume of Axe sold in the Grey market.
Axe has got every thing perfect for its success. The brand launch was very quiet and theoretically the brand was having the strategy of Slow Skimming i. It is also one of the rare brands which can boast of replicating its entire marketing mix across geographical boundaries. Axe at that time was the leading men's deo brand in Europe and was popular in India in the Grey market ( available in duty paid shops) . the targeting was exemplary and Positioning : something to drool for. It has an iconic status in whichever market it has entered.
enjoy. the deo market was a nascent one with an estimated
Axe was born in France in the Year 1983.e High Price Low Promotion. For those who propound Glocalisation . The campaigns that you see in India is what the entire world is watching. And more over Luck was on its side.
Axe deo was launched in India during 1999. AXE is an exception. An Icon for sure Axe is a success story that is so difficult to emulate. this brand is Unilever's Best selling brand worldwide.Marketing practices
Axe : The Axe Effect
Brand : Axe Company : HUL Agency: Lowe Lintas
Brand Count : 252 I was delaying writing about this brand for the reason that I doubted whether I will be able to do justice to my favorite brand.
Internationally this brand targets male aged 15-25. The brand managers were so wise that when they used a celebrity like Ben Affleck.. there are no Hunks. And world over. That feeling ( of being seduced) gives a big boost of self confidence to a man. only very ordinary or even skinny kind of people getting assaulted by beautiful girls.. HLL did not bother to fine tune its Promotional mix to Indian market but just imported the promotions . That makes the brand more approachable. The brand has its brand values of Cool. the
product rest as they
was also imported from Europe.market size of Rs 72 crore. say is History. Axe initially was launched in the fragrance Java. Axe just made it perfect. meaning. Although many brands take this proposition.
Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this Star. the company just ran the ads which was popular in the Europe and other markets. HLL had the brands Denim and Rexona and was ruling the market.. Axe was priced at a premium above the Denim brand which was positioned as a male deo brand. I personally feel that it targets all 'Young at heart" naughty guys. or even in Innerwears.. And IT CLICKED. the brand sticks to its core values. Alaska and Atlantic..
I think it has lot of subliminal implications.. The brand is targeted at male aged 16-25 . They ensured that the brand is made approachable
. the promotions couldn't have been so effective.
I have seen lot of ads where girls are seen drooling over Hunks in Motorcycle or in Readymades. Had Axe used a Hunk. Girls Makes The First Move. Fashionable and Stylish.. At that time . The biggest strength of this brand is the underlying message or the DNA which is that the brand users are High on Confidence and always for the Axe users. but in most of the Axe ads. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. The brand assumes that Men wants( Likes) to be Seduced ..
Axe is the naughtiest brand in the Indian market. All its campaigns revolve round this central theme of Seduction where Girl makes the first move.
Now Axe has a common message in over 70 countries
ever sells this brand. the brand also uses outdoors to its maximum impact. Globally also this brand has lot of online initiatives which are almost always naughty. Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and the latest one Phenomenon. I don't remember any India centric ad for Axe especially in Television. Iconic in a real sense. but I try it because I like the brand. I have tried most of the fragrances and not all of them are good. The males seen in Axe commercials are not Losers: the ads are careful to show them as confident ( in one way or other) or a better term will be self assured.
Axe is one of the rare brands that has embraced new media to the maximum extent.Checkout the cool web initiatives of this AxeAxe Axe and also a blog called Evan and brand : feather Effect Phenomenon Gareth
Not only the brand uses TVC's to its advantage.In UK the Axe is marketed as LYNX.
Along with these .See
Having said that.
. And Indian consumers are not complaining either.Besides Print. In 2005. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. That is ultimate execution. Axe is a classic example of 360 degree branding effort. The power of this Big Idea has ensured that Indian consumers lap up the foreign commercials without any hitch. The creatives run amok with the kind of flexibility that they get from the positioning. the brand also ensured that customers are constantly engaged with new fragrances and campaigns. the print ads of Axe won several accolades in various ad events. That is the power of brand.
.One of the reports term the marketing strategy of Axe as " Adventurous Marketing" .That is true because its risky because the brand deals with Girls & Seduction.
The Axe Effect on Deodorant Ads in India
Published on June 1. Zatak.
While in a more liberal markets. and Wildstone advertisements are in their immediate crosshairs. It is really surprising that so far. here the brand plays really safe. Axe has escaped their AXE.
I know I just have touched the tip of Marketing Iceberg called Axe. That also shows that the ad agency is also careful about the concepts put across the Indian media. and Axe. In India especially there are self styled Cultural Policemen/Women who cries foul for anything and everything. 2011 admin
in Share 3 Ads for Hindustan Unilever¶s male deodorant brand Axe may get taken off Indian Television in the near future. Axe tests new levels of " Adventures" . The Information and Broadcast Ministry is considering taking action against what they consider are µobscene¶ or overtly sexual deodorant commercials. Not always every one may like the theme or the campaigns. It also ensures the campaigns run in Indian media is accepted because most often its the entire family who watches the TV. And they seem to be quite serious about it.
and a number of MNCs operating in India claim that their communication for India is often mellowed down.´ and was taken off the air.
Various obscene advertisements have been banned before here. because the market is growing rapidly and none of the established and emerging players will want to miss this opportunity. in cultural and ethical value terms in India. India is an important emerging market for male deodorants. Some say that messages can be considered as ³obscene´ much faster in India than in other markets and cultures.
Axe continues its approach of showing (attractive) females being attracted to the guy wearing Axe. all over him to ³devour´ him!
The Zatak ad shows a sister-in-law getting attracted to her younger brother-in-law. They have never been shy of stating their ³get laid´ message in most explicit insinuation in their advertising campaigns. but this also needs to be seen is the Indian context.
. Another emotional space? A re-framing of the same message in culturally more acceptable ways? Injecting more humour and slapstick into it? Can¶t wait to see what will happen. the very basic animal instinct ± of the male species¶ attraction towards the opposite sex to position and sell the brand. much to the embarrassment of other women nearby.Axe has always used the basic insight ± in fact. girls are immediately attracted to him. as it portrayed a woman swept away by pleasant fantasies while washing her husband¶s underwear at the local washing spot.
Copying an insight / idea to sell has always been rampant in the market. It used the slogan ³Crafted for Fantasies.
I wonder how Axe (and competitive brands) may modify its message ± or the framing thereof ± to a more subtle approach while keeping its core positioning of (sexually) attracting females. Playing with concepts ± and associated values ± like mangalsutra and Durga puja is definitely objectable. The Amul Macho Advertisement for ³yeah toh bada toing hai´ (³this is a toing thing´ ± µtoing¶ does not have a meaning but has been portrayed sexily in this advertisement) was banned for the same reason. It is the ad in which a normal guy turns into chocolate after using the Axe chocolate flavour deodorants. And needless to say. She drops her mangalsutra (sacred black thread /necklace denoting marriage). and a number of new players are trying to copy Axe¶s positioning by jumping on the ³get the girls´ bandwagon. And quite successfully.
But this is now crossing limits of what is considered acceptable in India. be it the ³chocolate boy´ (see below) or whatever.
owned by Anglo-Dutch company Unilever who manufacture a range of products in the health & beauty. SUSTAINING GROWTH Axe has increased sales worldwide by successfully expanding distribution into one country after another. beverages. and the United Kingdom it is named Lynx due to conflicts regarding the trademark. 2 3. or Lynx is a brand of male grooming products. New Zealand. roll-ons. food and ice cream categories. they are currently distributed in more than 40 countries. aftershaves and shower gels.Document Transcript
1. Unilever were keen to capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards. formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods. Within underarm care the following are available: Deodorant aerosol bodyspray Deodorant stick Deodorant roll-on Antiperspirant aerosol spray (Axe Dry) Antiperspirant stick (Axe Dry) The brand has also extended into other areas such as: Shower Gels Aftershaves and Eau de Toilette Skin Care Shampoo Hair Styling 4 5. SWOT ANALYSIS 5
. Figure 2: Axe·s Global Presence Not all Axe brand items/fragrances are marketed in all countries. household cleaning. or found in all retail outlets stocking the line. INTERNAL PRESENCE Axe brand products are consistently targeted to 18-25 year old males. Axe. Ireland. while the strategically timed introduction of new fragrances has increased overall market share. Axe's lead product is a deodorant body spray. Unilever must now address new market opportunities. in Australia. Impulse was a fragranced deodorant body spray for women that promised wearers male attention. In most of the world the brand is named Axe. 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.ethnic multi-cultural markets located throughout the world--where it can realize incremental sales. name Axe in the UK and Ireland due to trademark problems 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. As illustrated in Figure 2. AXE PRODUCT EXTENSION Although Axe's lead product is the fragranced deodorant bodyspray. HISTORY OF THE BRAND Axe/Lynx was launched in France in 1983 by Unilever. other forms of the brand exist. later introducing the other products in the range. anti-perspirants. Unilever were unable to use the 1 2. As the market matures. a multi-national corporation. In the new millennium the brand has launched with great success in the USA and Canada.Plan Marketing AXE . It was inspired by another of Unilever's brands Impulse. 3 4. The brand also includes deodorant sticks. cleaning agents and personal care products.
7 8. The primary target market for the product line should remain focused on 18-24 year old males.Increase sales volume Creatively target sub-culture through specifically appealing to their niche interests in countries where market share for the targeted sub. even today. world weakning the reputation of the Successful and effective brand advertisement campaigns concrete target public (young Strong emotional touch man) subliminal publicity. The next year will prove crucial in maintaining incremental global market share in over 40 countries. The element pertaining to success would be exploring new avenues of creativity to target social sub-cultures and ethnic groups more effectively in areas where these opportunities exist. and shower gels ² available in a wide assortment of seductive fragrances. transform Axe into an icon in the ´Game of Seductionµ . hygiene. Ireland and the United Kingdom. Axe has become the world's definitive grooming brand ² ranging from deodorants. look good and get more out of life be realized. Wide extension around the showing a rude attitude. ´AXE effectµ doesn·t exist unrenovated and old design of packaging advertise only spray products. body sprays.Increase the deodorant·s brand equity . requires the highest standards of corporate behaviour towards employees. AXE production line is much more chauvinistic publicity OPPORTUNITIES THREATS create new product lines. Only then can the vision statement of adding vitality to life in order to meet the needs for nutrition. consumers and societies of the world in which we live. risk of being a brand for targeting female customers enhancing the men sex-appeal maintain better standards of copy by the competitors quality undermining the aspiration of unified advertising campaign consumers throughout the world spray emits damages to the continuous innovation environment Success as an entity. 6 7. It is the mission that rings true. From the humble beginnings of the Ego brand in 1974. OBJECTIVES STRENGTHS WEAKNESSES Market leadership men featured are comparatively Fame for creative messages slim Affordable price objectification of provocation. and personal care with brands that help people feel good.culture age group is oligopolistic and its growth steadily increasing Attract ethnic potential customers in countries where traditional marketing efforts may conflict with the collective conscious native to that particular country Serve to additional age groups not necessarily conforming to 18-25 year old males Satisfy each target costumer to the maximum obtainable level of satisfaction STRATEGY
. to formation of Axe and penultimate rebranding of Lynx for distribution in Australia.6. Key to sustaining growth will be the ability to identify and isolate tightly focused promotional efforts playing on the ´boy meets girlµ meme customers and competitors have come to associate with the high profile of Axe. can corporate excellence be obtained. Only by truly understanding the essence of Unilever's mission statement.
This particular strategy can be incorporated into achieving the marketing objectives of penetrating new segments Therefore. Line extensions represent existing brand names extended tonew forms. This involves moving from the traditional exotic male role model to an environment close to the consumer·s reality. the brand seemed to have aged with its initial consumer and didn·t follow youth fashion trends. however. Line extension brand strategy would include addressing the marketing objectives of targeting younger males by promoting current brands to the new potential market by adjusting the product strategy to appeal to current affairs that interest this section of the target market ² still. Humour was used. adjusting current marketing initiatives through altering product strategy to appeal to younger age groups. Axe created a new product category: deodorant body spray for men. which allowed it to be positioned as a ´seduction tool. Axe has established itself as the leading male toiletries brand in Europe. creating its own category.Essentially. the formation of the proposed brand is an merger of line extensions and multibrands dependent on the area of target market: 8 9. The communication format was unable to go up the current values of the youth target. which situated it at the leading edge of fashion. it made a break with conventional publicity. and new brands ² owned by Unilever ² named Shinx or Dune serve to satisfy 9 10. easing the transition from adolescence to manhoodµ. However. Over and above the classical deodorant promise of odour prevention. Line extension strategy may also be highly effective in targeting niche sub-culture markets by extending the Axe/Lynx brand to appeal to their unique interests such as the aforementioned Axe/Lynx Binary sub-label. TARGET
. The setting and protagonists used should be relevant and aspirational to the target audience. The youngs want to be seductive without being seen to try too much. MARKETING SITUATION When launched. Research indicates that the ´Axe manµ was seen as dated ´James Bond in a safari suitµ. since all brands talk about seduction. f who is wearing it. a combination of line extensions under the Axe/Lynx brand name to include new fragrances like Axe/Lynx. Having women show an inerest gives them the confidence to go on. preserving brand names. However. accompanied by new product strategies (Kotler). Axe also offered fragance. Axe had to impose its own point of view in a clever and motivating way. Passive seduction was still a real and motivating consumer insight. 10 11. all outlined marketing objectives and increase the market share. Central to the brand·s success was its innovate character. and even body sprays and shower gels under new brand names. sizes and flavours of an existing product category The use of multibrand strategy allows for new brands to be introduced in the same Axe/Lynx product categories of deodorants. considering seduction as a serious business. The creative idea was to show the seduction effects of Axe on women. while rejuvenating Axe·s image to make comtemporary. The execution had to be new and different. CREATIVE STRATEGY The strategy had to build on the brand heritage.
TAG Body Spray. Old Spice (Old Spice 2008) and various other generic brands targeting the lower and younger socio. football and having a laugh. Gillette then spent the next few years trying to find how to successfully market a body spray for teen boys. Right Guard Body Spray was discontinued after several months 14 15. Although many brands take this proposition. Young men in this age group are impatient for their first experience of women.CUSTOMER PROFILE In order to understand the proposed target market effectively. They dream about being able to seduce women without too much effort. The biggest strength of this brand is the underlying message or the DNA. These include. As a result of their research. psychographic and 11 12. unaffected by race or ethnicity ² although different marketing initiatives may appeal to different ethnic groups . All its campaigns revolve round this central theme of Seduction where Girl makes the first move. I think it has lot of subliminal implications. And world over. TAG is a re-incarnation of Right Guard Body Spray. which is that the brand users are High on Confidence and always for the Axe users. Fashionable and Stylish. Axe just made it perfect.The targeted age range should consist of 15-25 years of age . TAG was released in the beginning of 2005. Given the oligopolistic nature of the deodorant market competitors cannot gain significant market share by dropping prices much lower than Axe/Lynx. the brand shoots to its core values. given the success of previous campaigns portraying the protagonist of this sexual orientation The following profile can therefore be established. music. due to very low sales. ´Girls Makes The First Moveµ. wants to be seduced. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition.The target market is also male.Targeted consumer is of a lower socio-economic status given the income distribution of the age group and education levels . The brand assumes that Men 13 14.economic market share. That feeling (of being seduced) gives a big boost of self confidence to a man. 12 13. Age: 15-25 Gender: Male Mentality: Mainstream. They still love the unique Axe fantasy of ´the woman making the first moveµ. Features inspired by their research included their advertising campaign which "warns" the viewer that women will be attracted to
. because they are not as confident as they seem. Perception: Peer influenced Socio-economic Class: Low Geography: Anywhere males and females are present Sexuality: Heterosexual Internationally this brand targets male aged 15-25. The brand has its brand values of Cool. Their main topics of interest are sex.The status of the proposed candidate is that of a bachelor or most likely involved in shorter term relationships The dominant portion of the target consumers exhibit heterosexual orientation. particular evaluation needs to be given to the demographic. COMPETITORS The only potential competition faced by Axe/Lynx in terms of direct competition are other deodorant brands being produced ² directed towards the same target market. released in 2002. behavioural features evident in the sample size: .
MARKETING MIX PRODUCT Axe/Lynx body spray can features a distinctive black metallic exterior and an associative logo 18 19. In 2006. and Sharp Focus (Axe/Lynx Sharp Focus 2008) 17 18. Tsunami. Every Axe/Lynx product is accustomed to the first four stages of the PLC. representative of its label. Spice. 15 16.him in a way that will cause them to attack him. The product life cycle of the past to the recent present. hair & body wash. Musk introduced into the United Kingdom 1987 ² Orient (Axe/Lynx Orient 2008) 1989 ² Marine (Axe/Lynx Marine 2008) 1995 ² Africa (Axe/Lynx Africa 2008) 1998 ² Apollo (Axe/Lynx Apollo 2008) 1999 ² Voodoo (Axe/Lynx Voodoo 2008) 2000 ² Phoenix (Axe/Lynx Phoenix 2008) 2001 ² Gravity (Axe/Lynx Gravity 2008) 2002 ² Apollo. Musk (Axe/Lynx Musk 2008) 16 17. Essence (Axe/Lynx Essence 2008) 2004 ² Touch (Axe/Lynx Touch 2008) 2005 ² Unlimited (Axe/Lynx Unlimited 2008) 2006 ² Click (Axe/Lynx Click 2008) 2007 ² Vice (Axe/Lynx Vice 2008) 2008 ² Dark Temptation (Axe/Lynx Dark Temptation 2008). Old Spice introduced an all-new fragrance. Old Spice as of 2009 has three lines of grooming products and each line features a variety of products and scents. available in its original scent as well as newer Pure Sport. and fragrances named after dating milestones. Old Spice's buoy-shaped bottle cologne has been its staple product. introduction. 1985 ² Amber. Kilo. as soon as the decline stage is reached and a declination of profits observed. It was decided that Gillette's reputation from its other products would detract from the sale of TAG. body wash. "High Endurance" is promoted as a basic grooming line. Orion. and includes antiperspirant. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance. THE LIFE CYCLE OF AXE DEODORANT SPRAY The product life cycle (PLC) is the course of a product's sales and profits during its lifetime ² segregated into product development. a reiteration process is commenced with the introduction of a new product under the brand name. and shaving products. Ergonomics have been perfected on the product level to a point where aerosol leakage has become virtually impossible. The Axe/Lynx brand name is designed around a logo that utilises custom designed typography to give it a distinctive and recognisable look ² its black exterior. Voodoo introduced into the United States 2003 ² Pulse (Axe/Lynx Pulse 2008). tied in with perceptual brand equity factors. the charcoal-grey aluminum cans with silhouettes of women. OS Signature. The maturity and decline phases are judged based on customer perception of brand equity in over 40 countries worldwide. and subsequent line extensions are as follows: 1983 ² Amber (Axe/Lynx Amber 2008). However. Gillette decided not to include any sign that Gillette manufactured the product on the product itself or in the advertising. maturity and decline. deodorant. Phoenix. which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. complimenting packaging and
. Spice (Axe/ Lynx Spice 2008). growth. Additionally.
Cologne is too expensive for most Gen Y men and body spray does the job at a price they can afford. PLACE The process of efficiently and effectively making and getting products and services to end-users requires a marketing logistics network. PROMOTION Mass communication can be utilised through the use of free-to-air television. All its campaigns revolve round the central theme of Seduction where Girl makes the first move. 23 24. Market-penetration aims to set a comparatively low price for a new product in order to attract a large number of buyers and enhance a current market share. PRICE The product solves an immediate problem. £2. In most of the Axe ads only very ordinary skinny kind of people getting assaulted by beautiful girls. This is its fundamental feature. In UK the Axe is marketed as LYNX. subliminal implications. Axe just made it perfect.69 Developing the pricing strategy requires an intimate look at the product strategy. Essentially. The brand assumes that Men wants to be seduced . the brand also uses outdoors to its maximum impact. Axe is a classic example of 360 degrees branding effort. the physical distribution of the proposed products should propagate through a series of intermediaries as a fast moving consumer good typically purchased by consumers
.striking short. Although many brands take this proposition. Globally also this brand has lot of online initiatives which are almost always naughty. the print ads of Axe won several awards in various ad events. 19 20. The brand managers were so wise that when they used a celebrity like Ben Affleck. There are also telephone hotlines available to assist customers with information about competitions and the more intricate product details. block lettering exemplified thereon setting it apart from the generic competitor. 25 26. newspapers and magazines. That feeling gives a big boost of self confidence to a man. The brand has started its Internet based marketing initiative with Axe Land. 21 22. 20 21. Besides Print. which involved a virtual trip to the Axe world. as well as other methods like cinema and outdoor advertising. radio. That makes the brand more approachable. Not only the brand uses TVC's to its advantage. It has. If the product is deemed an innovation ² on the grounds of addressing a previously untargeted market like a sub-culture or youth segment ² the most profitable strategy for the Axe/Lynx brand would be a market-penetration tactic. Augmentation of the product line allows customers to interact with its various promotional campaigns through a plethora of web sites scattered with images of attractive females ² all in favour of complying with the needs of its target market. If Axe had used a Hunk. It ensured that the brand is made approachable. Now Axe has a common message in over 70 countries. the promotions couldn't have been so effective. 24 25. 22 23. absolutely.
the product solves an immediate problem. This is its fundamental feature.com www.providing great products .amazon.com www. In fact. He does so in such a blatantly obvious way that it·s funny. Distribution begins with the Unilever sales forecasting intermediary by determining company production schedules. Axe sells the concept of never dealing with rejection ever again. All great things! All in all.com 26 27.instead they sell the benefits of never be rejected by women again and that·s exactly why it works!
. 27 28.healthpricer. Focus on one feature and tie it directly to one benefit. inventory levels and production.unilever.increase sales. The message is perfect. Everywhere the product ables to purchase is developed a in-store communication through educating retailer staff to be aware of competitions and promotion campaigns for Axe/Lynx products. every time.drugstore. Young Gen Y men are elbowing each other to grab it off the shelves« So what·s the real AXE effect? 1.com www.weekly. Stores-beauty section Supermarkets SOME CRITICISMS ABOUT AXE PRODUCT AND MARKETING So if a cologne/deodorant fusion smells like digested. double shit. theoretically it wouldn·t sell for lint and loose paper clips. This focus will keep your brand message consistent and you·ll get the girl. As I told before. A problem that terrifies most men. when wearing Axe and confidence. right? That·s not what·s going on with Axe. as well as providing special promotional information about products and potentially. Cologne is too expensive for most men and body spray does the job at a price they can afford. giving their marketing team a sense of humor and making them more human. perfect gorgeous women approach you . Senior Director of Axe PR. This is the fundamental benefit. only exists to promote Axe Body Spray. Places where we can find the product to purchase it: Websites: www. Axe kills a fundamental Gen Y marketing rule . Have you heard of the Naughty to Nice Program? Pay attention to the video where David Rubin. 2.the normal guy.