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Endpoint: Axe (Deodorant)



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created on: 23/04/2026
by: bob (10731)
 
 

Brand properties

General info :
Axe is a French brand of male grooming products owned by the London based company Unilever PLC and marketed toward the younger male demographic.
It is marketed as Lynx in the United Kingdom, Ireland, Malta, Australia, New Zealand and China.

Axe was launched in France in 1983 by Unilever PLC. 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.

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.
Relations :
Also known as : Lynx
This endpoint is new to the database, please check he (it) is not in with a similar endpoint name association (and use the ENA function if necessary).
Brand name used by : Unilever PLC
This endpoint is approved in the database from previous submissions.
Websites
Source :
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Company

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Magazines

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Item number : 72570

Submitted by : bob (10731)
on : 23/04/2026