 | This article possibly contains original research .(September 2017) |
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| Product type | Men's grooming products |
|---|---|
| Owner | Unilever |
| Country | France |
| Introduced | 6 June 1983 |
| Markets | Worldwide |
| Website | www www |
Axe or Lynx is a French brand of male grooming products owned by the London 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. [1] [2]
Axe aka Lynx was launched in France in 1983 by Unilever. [3] It was inspired by another of Unilever's brands, Impulse.[ citation needed ] 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. [4] [5]
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.
Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick and an aftershave lotion. The Axe Shampoos come in three different sizes: regular size, travel or sample size, and XL bottles. Axe also ships a shower scrub tool called the Axe Detailer. [6]
Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year.[ citation needed ]
From the 1990s, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003, the advertising in the UK for the Pulse fragrance showed how it supposedly gave "geeky" men the confidence to woo women with dance. This was followed by Touch, Unlimited, [7] Clix, [8] and in 2007, Vice, [8] which was marketed on a theme of making "nice" women become "naughty". Due to trademark issues, Axe products are sold under the Lynx brand name in the UK, Ireland, Australia, and New Zealand.
Their Twitter handle is also active in marketing Axe's various products and campaigns. The social media profile also proclaim that their "tweets are banger".
Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism. [9] The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development."
On 12 January 2008 12-year-old Daniel Hurley from Derbyshire, England, died in a 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 spraying large amounts of Lynx in a confined space. [10] Videos on social networking sites depicted teens setting themselves on fire after spraying themselves with Axe. The trend resulted in multiple injuries. [11] After these incidents occurred, the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability. [12]
Unilever PLC is a British multinational fast-moving consumer goods company founded on 2 September 1929 following the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie. It is headquartered in London.
A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, typically by blocking sweat glands. Antiperspirants are used on a wider range of body parts, at any place where sweat would be inconvenient or unsafe, since unwanted sweating can interfere with comfort, vision, and grip. Other types of deodorant allow sweating but prevent bacterial action on sweat, since human sweat only has a noticeable smell when it is decomposed by bacteria.
Old Spice is an American brand of male grooming products encompassing aftershaves, deodorants and antiperspirants, shampoos, body washes, shaving cream, and soaps. It is manufactured by Procter & Gamble.
Umbrella branding is a marketing practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity. All products use the same means of identification and lack additional brand names or symbols etc. This marketing practice differs from brand extension in that umbrella branding involves the marketing of similar products, rather than differentiated products, under one brand name. Hence, umbrella branding may be considered as a type of brand extension. The practice of umbrella branding does not disallow a firm to implement different branding approaches for different product lines.
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Brut is a brand name for a line of men's grooming and fragrance products marketed around the world by Unilever - except in the United States, Canada, Mexico, Puerto Rico and Latin America, where it is owned by High Ridge Brands Company; and in Australia, New Zealand and the Pacific Islands, where it is owned by Pharmacare Laboratories.
Rexona is an Australian deodorant and antiperspirant brand owned by British conglomerate Unilever.
Fabergé is a brand name that was inspired by the House of Fabergé jewellery firm, which had been founded in 1842 in Russia. The name was used for various personal care products that were manufactured under the direction of Samuel Rubin, and then by George Barrie. The Fabergé company was sold by Barrie in 1984, and was subsequently acquired by Unilever in 1989.
Impulse is a perfume manufactured by Fabergé which was part of Unilever, an Anglo-Dutch company based in Rotterdam, Netherlands, and London, United Kingdom. Introduced as a 'perfume deodorant' in South Africa in 1972, Impulse was launched in the UK in 1981, including the butterfly design and the slogan "Men can't help acting on Impulse." Impulse perfumes have been developed by Ann Gottlieb, an olfactive consultant credited with having led the development of several successful fragrances.
The Demeter Fragrance Library is a Great Neck, New York company that sells over 200 different fragrances based on "everyday" scents, such as baby powder, dirt, gin & tonic, play-doh and tomato.
Chanel No. 19 perfume was first marketed in 1971. The number 19 was chosen to commemorate Coco Chanel's birthday, 19 August. The perfume was launched a year before she died. The scent was created by Henri Robert.
Body spray is a perfume product, similar to aerosol deodorant, which is intended to be used elsewhere on the body besides the armpits. Body sprays are lighter in strength than cologne, generally less expensive, and double as deodorant.
Lacoste Essential is the name of a men's cologne produced by high-end apparel company Lacoste. The original Lacoste Essential for men contains aquatics citrus, tomato leaves, cassis, black pepper, rose, patchouli, sandalwood and “wood accord.” The popular fragrance is recognized by its distinctly shaped glass container, bearing a brushed aluminum atomizer and the trademark Lacoste crocodile emblem engraved into the glass, as well as the liquid's warm yellow-green tint.
Still Jennifer Lopez is a women's fragrance endorsed by American entertainer Jennifer Lopez, released by Coty, Inc. in September 2003. The fragrance contains notes of sake, mandarin, earl grey, pink freesia, honeysuckle, orange flower, sandalwood, amber and orris. Still Jennifer Lopez followed in the footsteps of Glow by JLo, an international success that shaped the fragrance industry and began a trend in the celebrity endorsement of fragrance. The release of Still Jennifer Lopez was not anticipated due to the negative publicity generated from Lopez's film Gigli (2003) and a fall-out with her manager Benny Medina. Several fragrance industry experts noted that it could ruin the success of Glow by JLo. It was also noted that her public image at the time would have irreparable effects on the fragrance's performance.
The Axe Apollo space campaign was a private space venture which planned to provide sub-orbital spaceflight for 23 people on board the Lynx, a spacecraft still in development at the time of the launch of the venture. It was initiated as part of a marketing campaign by advertising firm Bartle Bogle Hegarty (BBH) London to promote the Axe Apollo line of the men's deodorant brand Axe.
Whopper Sacrifice was an advertising campaign by Burger King which was launched in January 2009. After unfriending 10 people on Facebook, people were eligible for a free Whopper by Burger King. Apparently, Burger King told them that they were worth “1/10th of a Whopper”. The app was disabled by Facebook. The campaign was developed by Crispin Porter + Bogusky.
Christina Aguilera Fragrances is a perfume brand by American singer-songwriter Christina Aguilera. It was founded in 2007 in a deal with Procter & Gamble (P&G), who manufactured the products until 2016, after its production and distribution rights were bought out by Elizabeth Arden, Inc. In addition to fragrances, the brand has also worked with the production and sale of other cosmetics, including body lotions, body sprays, bath gels, and deodorants.
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