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Axe brand

Launched into the local market in 2006 Axe is a deodorant body spray that caters exclusively for men. Positioned as a product to give men the ‘edge in the mating game’ Axe will leave you feeling strong, bold and confident.


A sophisticated body spray that caters exclusively for men

Axe is deodorant body spray with a sophisticated male fragrance that caters exclusively for men. Since first being introduced in France in 1983, men in more than 60 countries across the globe have come to trust Axe for its lasting masculine fragrance and its value for money. It is recognized for its ‘spray more – get more’ value.

As a brand Axe is constantly re-inventing itself by introducing new seductive fragrances that appeal to young men the world over and helps keep them ahead of the game. As Axe targets youth, mainly teens to young adults, the brand is also advertised through such channels as social media, which has been a huge success. It has helped Axe reach every corner of the target market. Axe has always pushed boundaries with its award-winning adverts, winning more than 10 prestigious Cannes Lions Advertising Awards.

Since entering the Sri Lankan market in 2006 it has been positioned as a product that gives men an ‘edge in the mating game’. Its fragrance is known to be undoubtedly masculine and trendy with a lasting quality that suites to perfection today’s hip urban metrosexuals. It leaves the wearer feeling strong, bold and confident. 

In 2016 Axe Signature was launched with three variants of appealing fragrances – Intense, Mysterious and Suave. This range is aimed at a more mature audience and is a Gas free perfume range with 3X more perfume. Axe is currently available in five exciting variants – Twist, Dark Temptation, Pulse, Click and Vice. The brand holds the number one position in several European and Latin American markets, plus has an increasingly powerful presence in Asia and the US, where it was launched in 2003.

Key facts

  • World's most popular male grooming brand
  • Available in more the 60 countries
  • Excellent track record of advertising awards, including 10 Cannes Lions
  • Established leaders in Europe and Latin America
  • Sold as Lynx in the UK, Ireland and Australia and also available as shower gels and shampoos of the same irresistible scents

Careline contact details

Unilever Belgium N.V.
Humaniteitslaan/Boulevard de l’Humanité 292
1190 Brussel/Bruxelles

Av. El Dorado No 69 B-45
7 Floor. Corporate Center building

T: 018000 527517

Home & personal care
T: 018000 513130

Unilever Danmark A/S
Ørestads Boulevard 73
2300 København S

Unilever France S.A.
20 rue des Deux Gares,
92842 Rueil Malmaison Cedex

Unilever Deutschland  
Konstantin Bark 
Am Strandkai 1
20457 Hamburg


Hindustan Unilever Limited
Unilever House, B. D.
Sawant Marg
Chakala, Andheri (E)
Mumbai - 400 099

Unilever Japan Head Office
Nakameguro GT Tower (Reception 22F)
Kamimeguro, Meguro-ku

Unilever Kenya Limited
Watermark Business Park, Ndege Road, Karen
P.O. Box 30062-00100 GPO, Nairobi, Kenya

Consumer Care line
0800 22 15 45 4

Head office, Karen : +254 (0) 709 050 600

Industrial office, Commercial Street: +254 (0) 709 050 800

Unilever Tea Kenya Limited

Kericho-Nakuru Road

P.O.Box 20 – 20200

Kericho, Kenya

Unilever N.V. Weena 455
PO Box 760 3000
DK Rotterdam

Martin Linges vei 25,

1364 Fornebu, Norge

Unilever de Puerto Rico
Professional Offices Park
997 San Roberto Street, Suite 7
San Juan, PR 0096

Unilever South Central Europe SA
Baneasa Business & Technology Park
42-44 Bucuresti-Ploiesti street
Building B
4th floor
District 1
013696 Bucharest

Unilever Singapore Pte Ltd
20 Pasir Panjang Road, #06-22
Mapletree Business City
Singapore 117439

Unilever Vietnam
156 Nguyen Luong Bang Avenue
Tan Phu Ward, District 7
Ho Chi Minh City

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