Axe (brand)

Axe, also known as Lynx in the United Kingdom, Ireland, Australia, New Zealand, and China, is a brand of male grooming products owned by Unilever. Launched in France in 1983, Axe comprises deodorants, body washes, shampoos, hair styling products, and fragrances. The brand is marketed towards a young male demographic with advertising campaigns often focusing on themes of attraction and romance.

Axe products are globally distributed and widely available in supermarkets, pharmacies, and convenience stores. Its success stems in part from aggressive marketing tactics and a focus on affordability, making it a popular choice among teenagers and young adults.

The brand has faced criticism for its marketing approach, which has been accused of promoting unrealistic and sometimes objectifying portrayals of women. Despite this, Axe remains a significant player in the male grooming market, continuously evolving its product line and marketing strategies to maintain relevance and appeal to its target audience. The brand's global strategy typically involves localized advertising campaigns that resonate with the cultural nuances of different regions.