Seal of Gold, Global Product Quality – AXE, STAY AHEAD IN THE DATING GAME

Launched in 1983 in France, Axe has become one of the world’s most popular grooming brand. It has been positioned as every guy’s best first move. Cool, adventurous and never dull, Axe has been designed and marketed ‘to keep guys a step ahead in the dating game’. Unilever’s research and development team works with a panel of ‘expert noses’ to create Axe products and come up with fragrances that not just help men smell good but also make them feel at their best.

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Every year, a new Axe deodorant fragrance is launched, combining seductive scents with the latest technology. Axe’s wide range of aromatic portfolio includes, Axe- Apollo, Blast, Click, Dark Temptation, Dimension, Googly, Musk, Provoke and Wild Spice to name a few.

The Axe brand is primarily targeted at the young males. The brand portrays boy next door yet cool, trendy and confident image to its target segment. The Axe Effect also acts a booster on the confidence levels of the user. The very act of being associated with the brand serves to boost the ego.

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Axe was launched in India in 1999 with Axe deodorants and has become one of the most popular men deodorants in India. It has a variety of male grooming products such as Axe after shave lotions and Axe body wash. The ‘Axe Effect’ also has a high-profile on social media.

Axe, known as Lynx in the UK, Ireland and Australia, also includes shower gels and shampoos with the same seductive scents: Axe Dark Temptation body wash, Instinct body wash and Twist body wash. As a part of a global expansion of the previously men’s-only brand, Unilever launched its first Axe product for women, ‘Axe Anarchy’, in January 2012 in the United Kingdom.


Axe’s award-winning, attention-grabbing ads never fail to push boundaries. The ‘Axe Effect’ is one of the most famous claims in the world, arguing to draw women in hordes to any man who has sprayed himself liberally with the Axe deodorant. The advertisements are very slick and usually feature a normal male but with oodles of self-confidence as an Axe user.

While everyone would love to be friends with a celebrity, they would still be at a distance or deny a close relationship with a usual geeky guy. Axe bridges this gap effectively and it is for this very reason that Axe continues to be the market leader in its category.

1. Axe’s award-winning, attention-grabbing ads never fail to push boundaries. The ‘Axe Effect’ is one of the most famous claims in the world.
2. Every year, a new Axe deodorant fragrance is launched, combining seductive scents with the latest technology.

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