Axe

Axe takes the 'red pill'

With its coolly seductive fragrances and packaging, the brand has established itself as the world's top male grooming brand by coming up with a constant stream of new ideas to keep guys a step ahead in the mating game. Each year, for example, we launch a new deodorant fragrance.

Adventurous & unconventional

We've also taken the brand into a number of new areas, including shower and hair gels. Our award-winning ads and marketing are equally adventurous. In Colombia, for instance, a female Axe Patrol visits bars and clubs, frisking guys and applying body spray. Unconventional media channels are also being used.

Giving guys the edge in dating game

First launched in France in 1983, Axe is now giving guys the edge in the mating game in more than 60 countries. It holds the number one position in several European and Latin American markets, plus has an increasingly powerful presence in Asia and the US, where it was launched in 2003. 

Key facts

• World's most popular male grooming brand.
• Excellent track record of advertising awards, including 10 Cannes Lions.
• Established leaders in Europe and Latin America.
• Developing strong positions in new markets, especially in the US and Latin America.
• Sold as Lynx in the UK, Ireland and Australia.          

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