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Axe, or
Lynx, is
a brand of men
grooming
products, owned
by the
British/Dutch
company
Unilever.
Axe's lead
product is a
deodorant
body spray. The
brand also
includes
deodorant
sticks,
roll-ons, anti-perspirants,
aftershaves,
shower gels,
shampoo, and
hair gels.
The brand is
named Axe
worldwide,
except in
Australia,
New Zealand,
Ireland, and
the
United Kingdom,
where it is
named Lynx.
Axe was launched
in
France in
1983 by
Unilever. It
was inspired by
another of
Unilever's
brands,
Impulse.
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 United
Kingdom and
Ireland due to
trademark
problems so it
was launched as
Lynx.[1]
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
United States
and
Canada. The
company has also
consolidated its
deodorant
portfolio by
migrating other
overlapping male
deodorants into
the Axe brand
such as
South Africa's
Ego brand.[citation
needed]
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