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It has been suggested that this article or section be merged with Lynx (deodorant). (Discuss) |
Axe, or Lynx (see below), is a brand of male grooming products, owned by Anglo-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, Ireland, and the United Kingdom it is named Lynx due to conflicts regarding the trademark.
Contents |
History
Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands Impulse. Impulse was a fragranced deodorant body spray for women that promised wearers male attention [1]. 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. Unilever were unable to use the name Axe in the UK and Ireland due to trademark problems 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.[2] 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.
Product Extensions
Although Axe's lead product is the fragranced deodorant bodyspray, other forms of the brand exist.
Within underarm care the following are available:
- Deodorant aerosol bodyspray
- Deodorant stick
- Deodorant roll-on
- Antiperspirant aerosol spray (Axe Dry)
- Antiperspirant stick (Axe Dry)
The brand has also extended into other areas such as:
- Shower Gels
- Aftershaves and Eau de Toilette
- Skin Care
- Shampoo
- Hair Styling
Failed extensions include:
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[5], 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[6]. This was followed by Touch[7], Unlimited[8], Clix[9] and in 2007 Vice[9] 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.[10]
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.
| Year | Variant Name | Description | Notes |
|---|---|---|---|
| 1983 | Amber[11], Musk[12], Spice[13] | Variant name is a description of fragrance inside. | The first three variants that Axe launched with in France. |
| 1985 | Amber, Musk (Moschus in Germany), Spice | Variant name is a description of fragrance inside. | In this year these three variants were used to launch the brand in UK.[1] Musk is still available in France and Germany |
| 1987 | Oriental[14] | Variant name is a description of fragrance inside. | This was the first 'new' variant that Axe launched and started a strategy of a yearly new variants |
| 1989 | Marine[15] | Variant name is a description of fragrance inside. | Still available in France, Belgium,and Spain only |
| 1990 | Tempest | Discontinued | |
| 1991 | Mirage | Discontinued | |
| 1992 | Nevada | Variant name is taken from a geography | Discontinued |
| 1993 | Java | Variant name is taken from a geography | Discontinued |
| 1994 | Alaska | Variant name is taken from a geography | Discontinued- Still Available in Germany |
| 1995 | Africa | Variant name is taken from a geography | Africa has consistently been the biggest variant in UK and still is in 2008 |
| 1996 | Inca | A warm spicy fragrance. | Discontinued |
| 1997 | Atlantis | An abstract variant | Discontinued |
| 1998 | Apollo[16] | An abstract variant | Named after the Greek god |
| 1999 | Voodoo[17] | An abstract variant | Caused some controversy with Christian groups who objected to the use of black magic imagery |
| 2000 | Phoenix[18] | An abstract variant | The name references the myth of the Phoenix |
| 2001 | Gravity[19] | An abstract variant | The advertising featured a man falling to earth |
| 2002 | Dimension[20] | An abstract variant | Inspired by the Sony's PS2 Third Place advertising[citation needed] which is also targeted at young men |
| 2002 | Apollo, Kilo, Orion, Phoenix, Tsunami, Voodoo | Axe launches in USA[1]. | This is the line up that Axe launched with in USA |
| 2003 | Pulse | A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible[6]. | Used the Make Luv dance track which reached number 1 in UK. |
| 2003 | Essence | This US variant was about Man, part good - part bad, and has an angel/demon icon | Used TV advertising that showed two sides to a man's relationship with women |
| 2004 | Touch | Touch is all about getting women so excited they get turned on just by looking at a man who is wearing this scent. | The TV advert features women getting more and more turned on[7] |
| 2005 | Unlimited | Unlimited is all about China and kungfu and doing unlimited stunts to get girls | Mimics the Crouching Tiger Hidden Dragon Chinese kungfu film[8]. |
| 2006 | Click or Clix | 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 | 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.[9] |
| 2007 | Vice | The Vice variant claims that it will turn 'nice girls naughty' thanks to the forbidden fruits in the fragrance. The phrase "virgo in flagrante delicto" is printed in mirrored text on the spray, body wash, and deodorant stick. | Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a crime film. [21] |
| 2008 | Dark Temptation | A chocolate smelling fragrance that implies that because women like chocolate, they will find men who smell of chocolate irresistible. | 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.[10] |
| 2009 | Instinct | A fragrance that combines the scent of rare leathers | The scent is made up of a special formulation of ingredients that include cardamom, amber and atlas cedarwood to produce a spicy scent of leather.[22] |
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.
| Year | Limited Edition Name | Description | Notes |
|---|---|---|---|
| 2007 | 3 | A pack of two cans of Axe. One is called 1, the other is called 2. Both should be sprayed together to make a new smell | Spraying 2 cans together costs two times as much money |
| 2007 | Recover | A burst of invigorating citrus notes on a clean masculine woody background! | One of the 3 scents released by AXE/LYNX under LIMITED EDITION. |
| 2007 | Shock | Prepare yourself with the cooling effects of AXE Shock shower gel with glacier water and deep sea mint | One of the 3 scents released by AXE/LYNX under LIMITED EDITION. |
| 2007 | Boost | Combines volcanic stone extract with other natural cleaners. | One of the 3 scents released by AXE/LYNX under LIMITED EDITION. |
| 2008 | DRY Sharp Focus | A 'stimulating' mint smelling fragrance allowing the wearer to stay focused and get the girl. | Advertising features a man that stays focused when he sprays himself with Axe. |
| 2008 | Fever | An abstract variant. | A fragrance infused with Brazilian orange essence. |
Gallery of Commonwealth variants
 Lynx Click (new style) |
 Lynx Unlimited (new style) |
 Lynx Vice (new style) |
 Lynx Touch (new style) |
 Lynx Africa (new style) |
 Lynx Pulse (new style) |
 AXE Recover (Limited Edition) |
 AXE Dark Temptation |
Controversy
Adverse publicity has been generated by accusations of:
- Sexist and degrading advertising [23]
- Contradictory messages versus Dove which is also owned by Unilever [23]
- Being seen to encourage sexual promiscuity [24]
- Harmful effect of Volatile Organic Compounds in aerosol deodorant on mothers and babies [25]
- Link between ingredients found in aerosols and damage to the environment [26]
- Includes ingredients tested on animals [27]
- Targeting adverts at underage children [28]
- Being banned in schools because of the health risks [29]
- Potential for solvent abuse and subsequent death amongst young males: [30] On January 12, 2008 a 12 year old boy in Derbyshire, England died in hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of excessive use of Lynx. [31] [32]
References
- ^ a b c Children Of The Web
- ^ *Internal Unilever Document revealing success and market share of Axe/Lynx brand in all markets where launched
- ^ http://books.google.co.uk/books?id=S3mBjtBR-3wC&pg=PA111&lpg=PA111&dq=lynx+barbershop&source=web&ots=w9T8Bet5Iw&sig=R9OJrmIm1vaw2qPvYUZIHSncgxE&hl=en&sa=X&oi=book_result&resnum=1&ct=result
- ^ http://www.dooyoo.co.uk/skin-care/lynx-triple-blade/
- ^ Fragrance Directory - Basenotes
- ^ a b Creative Media Database TV as TRENDSETTER
- ^ a b Axe Touch
- ^ a b New Lynx fragrance set to deliver 'Unlimited' sales
- ^ a b c Lynx- Click
- ^ a b Chocolate deodorant to lure girls
- ^ Axe Amber / Lynx Amber by Axe / Lynx (1983)
- ^ Axe Musk / Lynx Musk by Axe / Lynx (1983)
- ^ Axe Spice / Lynx Spice by Axe / Lynx (1983)
- ^ Lynx Orient / Axe Orient by Axe / Lynx (1987)
- ^ Axe Marine / Lynx Marine by Axe / Lynx (1989)
- ^ Axe Apollo / Lynx Apollo by Axe / Lynx
- ^ Axe Voodoo / Lynx Voodoo by Axe / Lynx (1999)
- ^ Axe Phoenix / Lynx Phoenix by Axe / Lynx (2000)
- ^ Axe Gravity / Lynx Gravity by Axe / Lynx (2001)
- ^ Lynx Dimension by Axe / Lynx (2002)
- ^ Axe Vice
- ^ [1]
- ^ a b http://www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1003657582
- ^ The Menaissance | World news | The Observer
- ^ Personal care aerosols court controversy
- ^ BBC NEWS | Health | Aerosols 'harm mother and baby'
- ^ Review: Lynx Deodorant by Natural Skincare Authority
- ^ Ax the Axe Campaign
- ^ Teachers bemoan curse of the 'Lynx effect' | News crumb | EducationGuardian.co.uk
- ^ BBC News | UK | Star pupil's spray can death
- ^ http://news.sky.com/skynews/Home/UK-News/Boy-12-Died-After-Spraying-Deodorant-Lynx-Aerosol-Triggered-Heart-Condition-In-Daniel-Hurley/Article/200811315156332?lpos=UK_News_Top_Stories_Header_3&lid=ARTICLE_15156332_Boy%2C_12%2C_Died_After_Spraying_Deod
- ^ http://www.dailymail.co.uk/news/article-1087772/Boy-12-collapsed-died-using-Lynx-deodorant.html
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