AXE-bodyspray

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands Impulse. Impulse

was a fragranced deodorant body spray for women that promised wearers male attention.[1] Unilever were keen to

capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards, later introducing the

other products in the range. Unilever were unable to use the name Axe in the UK and Ireland due to trademark

problems so it was launched as Lynx.

The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and

Africa. In the new millennium the brand has launched with great success in the U.S. and Canada.[2] The company has

also consolidated its deodorant portfolio by migrating other over-lapping male deodorants into the Axe brand such

as South Africa's Ego brand.

Although Axe's lead product is the fragranced deodorant bodyspray, other forms of the brand exist. Within underarm

care the following are available: Deodorant aerosol bodyspray, Deodorant stick, Deodorant roll-on, Antiperspirant

aerosol spray (Axe Dry), and Antiperspirant stick (Axe Dry). The brand has also extended into other areas such as

shower gels, aftershaves and Eau de Toilette, skin care, shampoo and hairstyling products. Failed extensions

include Barbershop[3] and razors.[4]