Cool, adventurous and designed to keep guys a step ahead in the dating game, Axe is one of the most popular male grooming brands in the world.
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, also 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 60 countries from the Americas to Asia reach for Axe every day – and in 2012 we even unveiled a limited edition Anarchy edition, which smells just as good on women as it does on men.
The Axe effect is also creating a buzz in social media. The official Axe Facebook page launched in 2010 and has more than three million fans, while more than 18 million users have viewed Axe’s advertising and video games on the official Axe YouTube channel.
Axe’s award-winning, attention-grabbing ads never fail to push boundaries. They’ve impressed judges at the prestigious Cannes Lions Advertising Awards too – we’ve won more than 10 of the event’s sought-after accolades.