Axe or Lynx is a French brand of male grooming products owned by the London based company Unilever and marketed toward the younger male demographic. It is marketed as Lynx in the United Kingdom, Ireland, Malta, Australia, New Zealand and China.[1][2]
Products
Axe aka Lynx was launched in France in 1983 by Unilever.[3] It was inspired by another of Unilever's brands, Impulse. 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.[4][5]