The most globally recognized “AXE” is a prominent men’s grooming brand, which is owned by the consumer goods giant Unilever.
The brand is known as Lynx in the United Kingdom, Ireland, Australia, and New Zealand due to trademark issues.

The AXE Grooming Brand (Unilever)

Parent Company:
Unilever

Industry:
Personal Care/Men’s Grooming Products

Mission:
To give young men an “attraction power-up” by providing them with products that boost confidence, encourage individuality, and help them look, smell, and feel their best.

Products:
AXE offers a full line of grooming products, including body sprays (its most well-known product), deodorants and antiperspirants, body washes, shampoos, and hair styling products.

History:
The brand was first launched in France in 1983 as the first perfumed deodorant body spray. It expanded globally and was introduced to the U.S. market in 2002.

Marketing:
AXE is famous for its bold, often humorous and irreverent advertising campaigns that play on the idea of the “AXE effect,” suggesting that the products help attract women. Its fragrances are created by the world’s leading perfumers, such as Givaudan and Firmenich, using high-quality ingredients.