History of Axe
Axe, known as Lynx in some regions, has a history deeply rooted in the personal care industry. Originating from the Unilever brand portfolio, Axe first emerged in France in 1983 with its signature fragrance. Originally positioned as a men's deodorant body spray, Axe quickly gained popularity among young men for its distinctive scents and marketing campaigns that emphasized the product's ability to attract women. The brand's early advertisements often featured humorous and exaggerated scenarios where men would experience an increase in romantic attention after using Axe products, thus associating the brand with confidence and allure.
Over the years, Axe expanded its product range to include a variety of grooming items such as body washes, shampoos, and styling products, targeting a broader audience beyond just deodorants. The brand continued to focus on its image of masculinity and seduction, using provocative advertising campaigns and collaborations with celebrities and influencers to maintain its appeal among consumers. Despite facing criticism for perpetuating stereotypes and objectifying women in its marketing, Axe remained a dominant force in the personal care market, particularly among young male demographics. In recent years, the brand has diversified its messaging to include themes of individuality and self-expression, reflecting changing attitudes towards masculinity and grooming in society.