Axe (Lynx) 1805558 225279890 2008-07-12T21:22:14Z Nirzardp 584722 /* Controversy */ {{Merge|Lynx (deodorant)|date=March 2008}} [[Image:Axe Products.JPG|right|thumb|300px|Various Axe/Lynx products]] '''Axe''', or '''Lynx''' (see below), is a brand of male grooming products, owned by [[England|Anglo]]-[[Netherlands|Dutch]] company [[Unilever]] who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories. Axe's lead product is a [[deodorant]] body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels. In most of the world the brand is named '''Axe'''; in [[Australia]], [[New Zealand]], [[Republic of Ireland|Ireland]], and the [[United Kingdom]] it is named '''Lynx'''. ==History== Axe was launched in [[France]] in [[1983]] by [[Fabergé (cosmetics)|Fabergé]] which became part of the [[Unilever]] group of companies in 1989. It was created as a version of one of Unilever's other brands, [[Impulse (body mist)|Impulse]], but targeted at males. Impulse was a fragranced deodorant body spray for women that promised wearers male attention <ref>[http://www.businessweek.com/magazine/content/07_27/b4041401.htm Children Of The Web<!-- Bot generated title -->]</ref>. Unilever were keen to capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards, later introducing the other products in the range. It could not use the Axe brand name in UK & Ireland as this had already been trademarked by another company who tried to sell the rights back to Unilever for a vast sum, 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 USA and Canada.<ref> *[http://www.iaaglobal.org/file.ashx?fid=08eff0a5-b79e-4e09-9824-4b3948190f63 Internal Unilever Document revealing success and market share of Axe/Lynx brand in all markets where launched] </ref> 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. ==Variants== From its launch, the yearly fragrance variant of Axe 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 odor of the fragrance inside and included [[Musk]], Spice, [[Amber]], Marine and Oriental. From 1990 until 1996 geographic names 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 perfumer, Anne Gottlieb<ref>[http://www.basenotes.net/cgi-bin/basenotes.cgi?Perfumer=Ann+Gottlieb Fragrance Directory - Basenotes<!-- Bot generated title -->]</ref>, to develop the fragrances to launch variants such as Dimension, Apollo, Voodoo, Gravity and Phoenix. From [[2003]] Axe variants showed clever ways they helped men get women. In 2003 the Pulse fragrance showed how it gave geeky men the confidence to dance to get women<ref>[http://www.cmdglobal.com/trendwatch/current/trendsetter?1=1&blockid=828242&blocktemplateid=827895 Creative Media Database TV as TRENDSETTER<!-- Bot generated title -->]</ref>. This was followed by Touch<ref>[http://www.haveyougotthetouch.com/ Axe Touch<!-- Bot generated title -->]</ref>, Unlimited<ref>[http://www.unilever.co.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.asp New Lynx fragrance set to deliver 'Unlimited' sales<!-- Bot generated title -->]</ref>, Clix<ref>[http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp Lynx- Click<!-- Bot generated title -->]</ref> and in 2007 Vice<ref>[http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp Lynx- Click<!-- Bot generated title -->]</ref> was marketed on a theme of making "nice" women become "naughty". In 2008 a different direction was taken when a chocolate scented body spray, Dark Temptation, was released.<ref>[http://www.sundaymirror.co.uk/news/sunday/2007/09/30/chocolate-deodorant-to-lure-girls-98487-19870706/ Chocolate deodorant to lure girls]</ref> ===Axe Yearly Variant Chronology=== Axe's list of yearly body-spray variants is as follows. Please note this list does not include limited edition or short lived variants, as these are listed in a following table. {| class="wikitable" ! rowspan=1| Year ! rowspan=1| Variant Name ! rowspan=1| Description ! rowspan=1| Notes |- ! rowspan=1|1983 | rowspan=1|Amber<ref>[http://www.basenotes.net/ID26125747.html Axe Amber / Lynx Amber by Axe / Lynx (1983)<!-- Bot generated title -->]</ref>, Musk<ref>[http://www.basenotes.net/ID26125748.html Axe Musk / Lynx Musk by Axe / Lynx (1983)<!-- Bot generated title -->]</ref>, Spice<ref>[http://www.basenotes.net/ID26125749.html Axe Spice / Lynx Spice by Axe / Lynx (1983)<!-- Bot generated title -->]</ref> | rowspan=1|Variant name is a description of fragrance inside. | rowspan=1|The first three variants that Axe launched with in France. |- ! rowspan=1|1985 | rowspan=1|Amber, Musk, Spice | rowspan=1|Variant name is a description of fragrance inside. | rowspan=1|In this year these three variants were used to launch the brand in UK.<ref>[http://www.businessweek.com/magazine/content/07_27/b4041401.htm Children Of The Web<!-- Bot generated title -->]</ref> |- ! rowspan=1|1987 | rowspan=1|Oriental<ref>[http://www.basenotes.net/ID26121030.html Lynx Orient / Axe Orient by Axe / Lynx (1987)<!-- Bot generated title -->]</ref> | rowspan=1|Variant name is a description of fragrance inside. | rowspan=1|This was the first 'new' variant that Axe launched and started a strategy of a yearly new variants |- ! rowspan=1|1989 | rowspan=1|Marine<ref>[http://www.basenotes.net/ID26121028.html Axe Marine / Lynx Marine by Axe / Lynx (1989)<!-- Bot generated title -->]</ref> | rowspan=1|Variant name is a description of fragrance inside. | rowspan=1| |- ! rowspan=1|1995 | rowspan=1|Africa | rowspan=1|A warm spicy fragrance that evokes the continent of Africa. | rowspan=1|Africa has consistently been the biggest variant in UK and still is in 2008 |- ! rowspan=1|1998 | rowspan=1|Apollo<ref>[http://www.basenotes.net/ID26121022.html Axe Apollo / Lynx Apollo by Axe / Lynx<!-- Bot generated title -->]</ref> | rowspan=1|An abstract variant | rowspan=1|Named after the Greek god |- ! rowspan=1|1999 | rowspan=1|Voodoo<ref>[http://www.basenotes.net/ID26121032.html Axe Voodoo / Lynx Voodoo by Axe / Lynx (1999)<!-- Bot generated title -->]</ref> | rowspan=1|An abstract variant | rowspan=1|Caused some controversy with Christian groups who objected to the use of black magic imagery |- ! rowspan=1|2000 | rowspan=1|Phoenix<ref>[http://www.basenotes.net/ID26121031.html Axe Phoenix / Lynx Phoenix by Axe / Lynx (2000)<!-- Bot generated title -->]</ref> | rowspan=1|An abstract variant | rowspan=1|The name references the myth of the [[Phoenix (mythology)|Phoenix]] |- ! rowspan=1|2001 | rowspan=1|Gravity<ref>[http://www.basenotes.net/ID26121025.html Axe Gravity / Lynx Gravity by Axe / Lynx (2001)<!-- Bot generated title -->]</ref> | rowspan=1|An abstract variant | rowspan=1|The advertising featured a man falling to earth |- ! rowspan=1|2002 | rowspan=1|Dimension<ref>[http://www.basenotes.net/ID26121900.html Lynx Dimension by Axe / Lynx (2002)<!-- Bot generated title -->]</ref> | rowspan=1|An abstract variant | rowspan=1|Inspired by the Sony's PS2 Third Place advertising{{Fact|date=July 2008}} which is also targeted at young men |- ! rowspan=1|2002 | rowspan=1|Apollo, Kilo, Orion, Phoenix, Tsunami, Voodoo | rowspan=1|Axe launches in USA<ref>[http://www.businessweek.com/magazine/content/07_27/b4041401.htm Children Of The Web<!-- Bot generated title -->]</ref>. | rowspan=1|This is the line up that Axe launched with in USA |- ! rowspan=1|2003 | rowspan=1|Pulse | rowspan=1|A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible<ref>[http://www.cmdglobal.com/trendwatch/current/trendsetter?1=1&blockid=828242&blocktemplateid=827895 Creative Media Database TV as TRENDSETTER<!-- Bot generated title -->]</ref>. | rowspan=1|Used the Make Luv dance track which reached number 1 in UK. |- ! rowspan=1|2003 | rowspan=1|Essence | rowspan=1|This US variant was about Man, part good - part bad, and has an angel/demon icon | rowspan=1|Used TV advertising that showed two sides to a man's relationship with women |- ! rowspan=1|2004 | rowspan=1|Touch | rowspan=1|Touch is all about getting women so excited they get turned on just by looking at a man who is wearing this scent. | rowspan=1|The TV advert features women getting more and more turned on<ref>[http://www.haveyougotthetouch.com/ Axe Touch<!-- Bot generated title -->]</ref> |- ! rowspan=1|2005 | rowspan=1|Unlimited | rowspan=1|Unlimited is all about China and kungfu and doing unlimited stunts to get girls | rowspan=1|Mimics the Crouching Tiger Hidden Dragon Chinese kungfu film<ref>[http://www.unilever.co.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.asp New Lynx fragrance set to deliver 'Unlimited' sales<!-- Bot generated title -->]</ref>. |- ! rowspan=1|2006 | rowspan=1|Clix or Click | rowspan=1|This variant makes men so attractive to women they will need a clicker to keep score of the number of women who check them out | rowspan=1|Uses Nick Lachey in the advertising who is out-scored by a hotel worker who wears Clix. Axe gave away free clickers to promote the scent. The lynx version uses Ben Affleck in the advertising instead of Nick Lachey.<ref>[http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp Lynx- Click<!-- Bot generated title -->]</ref> |- ! rowspan=1|2007 | rowspan=1|Vice | rowspan=1|The Vice variant claims that it will turn 'nice girls naughty' thanks to the forbidden fruits in the fragrance. | rowspan=1|Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a crime film. <ref>[http://www.axevice.com/ Axe Vice<!-- Bot generated title -->]</ref> |- ! rowspan=1|2008 | rowspan=1|Dark Temptation | rowspan=1|A chocolate smelling fragrance that implies that because women like chocolate, they will find men who smell of chocolate irresistible. | rowspan=1|Advertising features a man who turns into chocolate when he sprays himself with Axe. He then goes on to be eaten by a series of women.<ref>[http://www.sundaymirror.co.uk/news/sunday/2007/09/30/chocolate-deodorant-to-lure-girls-98487-19870706/ Chocolate deodorant to lure girls]</ref> |- |} ===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. {| class="wikitable" ! rowspan=1| Year ! rowspan=1| Limited Edition Name ! rowspan=1| Description ! rowspan=1| Notes |- ! rowspan=1|2008 | rowspan=1|Sharp Focus | rowspan=1|A 'stimulating' mint smelling fragrance allowing the wearer to stay focused and get the girl. | rowspan=1| |- ! rowspan=1|2008 | rowspan=1|Recover | rowspan=1|A burst of invigorating citrus notes on a clean masculine woody background! | rowspan=1|One of the 2 Flavors released by AXE under LIMITED EDITION. |- ! rowspan=1|2008 | rowspan=1|Shock | rowspan=1|Coming soon.. | rowspan=1|One of the 2 Flavors released by AXE under LIMITED EDITION. |- |} ==Controversy== Adverse publicity has been generated by: * Sexist and degrading advertising <ref>http://www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1003657582</ref> * Contradictory messages versus Dove which is also owned by Unilever <ref>http://www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1003657582</ref> * Being seen to encourage sexual promiscuity <ref>[http://www.guardian.co.uk/world/2006/jul/09/paulharris.theobserver The Menaissance | World news | The Observer<!-- Bot generated title -->]</ref> * Harmful effect of Volatile Organic Compounds in aerosol deodorant on mothers and babies <ref>[http://www.cosmeticsdesign-europe.com/news/ng.asp?id=55515-personal-care-aerosols Personal care aerosols court controversy<!-- Bot generated title -->]</ref> * Link between ingredients found in aerosols and damage to the environment <ref>[http://news.bbc.co.uk/1/hi/health/3752188.stm BBC NEWS | Health | Aerosols 'harm mother and baby'<!-- Bot generated title -->]</ref> * Potential for solvent abuse and subsequent death amongst young males <ref>[http://news.bbc.co.uk/1/hi/uk/448876.stm BBC News | UK | Star pupil's spray can death<!-- Bot generated title -->]</ref> * Being banned in schools because of the health risks <ref>[http://education.guardian.co.uk/schools/story/0,,1739144,00.html Teachers bemoan curse of the 'Lynx effect' | News crumb | EducationGuardian.co.uk<!-- Bot generated title -->]</ref> * Includes ingredients tested on animals <ref>[http://www.natural-skincare-authority.com/lynx-deodorant.html Review: Lynx Deodorant by Natural Skincare Authority<!-- Bot generated title -->]</ref> * Targeting adverts at underage children <ref>[http://www.commercialexploitation.org/pressreleases/axtheaxe.htm Ax the Axe Campaign<!-- Bot generated title -->]</ref> <gallery> Image:Lynx Click Can.JPG|Lynx Click (new style) Image:Lynx Unlimited Can.JPG|Lynx Unlimited (new style) Image:Lynx Vice Can.JPG|Lynx Vice (new style) Image:Lynx Touch.JPG|Lynx Touch (new style) Image:Lynx Africa.JPG|Lynx Africa (new style) Image:Lynx Pulse.JPG|Lynx Pulse (new style) Image:Axe_recover.png|AXE Recover (Limited Edition) </gallery> ==References== {{reflist}} ==External links== * [http://www.thelynxeffect.com/ Official Lynx site] * [http://www.theaxeeffect.com/ Official Axe site] {{Unilever}} [[Category:Fragrances]] [[Category:Orkla Group]] [[Category:Unilever brands]] [[Category:Viral marketing]] [[de:Axe (Marke)]] [[es:Axe]] [[fr:Axe (marque)]] [[nl:Axe (merk)]] [[ja:Axe]] [[sv:Axe]]