Axe Deodorant

Axe or Lynx is a French brand of male grooming products owned by the London- and Rotterdam-based company Unilever and marketed toward the younger male demographic. It is marketed as Lynx in the United Kingdom, Ireland, Malta, Australia, New Zealand and China. Products Axe aka Lynx was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse. Unilever introduced many products in the range, but was forced to use the name Lynx in the United Kingdom, Ireland, Australia, and New Zealand due to trademark issues with the Axe name. In addition, some countries (such as South Africa) introduced the brand as EGO until 2002. Scents have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Oriental, and Marine. From 1990 until 1996, geographic names for fragrances were used. In 2009, the brand launched an eight-centimetre container called the Axe Bullet. The brand has also extended into other areas.