Axe

This article is about men's grooming products. For other uses .

Axe (known as Lynx in the United Kingdom, Republic of Ireland, Australia, New Zealand, and People's Republic of China) is a brand of male grooming products, owned by the Anglo-Dutch company Unilever and marketed towards the young male demographic.

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse. Unilever introduced other products in the range but were unable to use the name Axe in the United Kingdom, Ireland, Australia and New Zealand due to trademark problems so it was launched as Lynx, also some countrys such as South Africa named the product as EGO.[1]

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 8-centimeter 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.