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axe is for spraying it on your smelling ass dick!!


===Axe Limited Edition chronology===
===Axe Limited Edition chronology===

Revision as of 21:09, 9 February 2010

Various Axe/Lynx products

Axe, or Lynx, is a brand of men grooming products, owned by the British/Dutch company Unilever.

History

File:Lynx africa.jpg
Lynx Africa deodorant body spray and shower gel.

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]

Marketing

From 2003, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited,[2] Clix,[3] and in 2007, Vice[3] was marketed on a theme of making "nice" women become "naughty".

PR controversies

Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism.[4] The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development."[5]

On January 12, 2008 a 12 year old boy in Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space.[6][7] Teens also began using the body spray as small makeshift flame throwers due to its high alcohol content. Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries.[8] In response to the possible safety concerns,[citation needed] the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability[9]

Products

Line of Axe products

Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Axe Dry), and anti-perspirant stick (also called Axe Dry).

From its launch, the yearly fragrance variant has played a key part in the success of the brand by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine, and Oriental.[citation needed]

From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same perfumer, Anne Gottlieb, to develop the fragrances to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.[citation needed]

In 2009, the brand launched an 8-centimeter container called the Axe Bullet.[10] The brand has also extended into other areas such as shower gels, aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Barbershop[11] and razors.

Most scent names usually have a shower gel to companion them and sometimes an antiperspirant/deodorant stick.[citation needed]

The 2009 frame has a mint scent.[citation needed]

The Axe Shampoos come in two different sizes, the regular and most seen 12 fl oz size and the travel or sample size of 1.7 fl oz that has a different top, 22oz bottles were introduced recently.

List of Axe & Lynx deodorants

Axe's list of yearly body-spray variants is as follows. Limited edition or short-lived variants are listed in a following table.

Year Variant Name Description Notes Year of Discontinue
1983 Amber,[12] Musk,[13] Spice[14] Variant name is a description of fragrance. The first three variants that Axe launched, first in France. Discontinued apart from Musk.
1985 Amber, Musk (Moschus in Germany), Spice Variant name is a description of fragrance. In this year, these three variants were used to launch the brand in the UK.[1] Musk is still available in Argentina, Brazil, France, and Germany Possibly late 90s
1987 Oriental[15] Variant name is a description of fragrance. This was the first "new" variant that Axe launched and started a strategy of a yearly new variants[citation needed]. Discontinued Possibly late 90s
1989 Marine[16] Variant name is a description of fragrance. Still available in the Netherlands, Austria, France, Belgium, Spain, Argentina, and Brazil. Possibly late 90s
1990 Tempest [17] Discontinued Possibly late 90s
1991 Mirage [18] Discontinued Possibly late 90s
1992 Nevada [19] Variant named after the state in the United States. Discontinued Possibly 2002
1993 Java [20] Variant named after the island in Indonesia. Discontinued Possibly 2002
1994 Alaska [21] Variant named after the state in the United States. Discontinued - still available in Germany Possibly 2002
1995 Africa of African Amber or Native [22] Variant named after the continent. The most popular variant of Axe, marketed as Kilo in North America and Native in Brazil. Africa is the most popular variant in the UK and still is for 14 years. Present
1996 Inca [23] A warm spicy fragrance named after the Inca civilization. Discontinued 2002
1997 Atlantis [24] Still available in some countries 2004
1998 Apollo[25] Discontinued 2004
1999 Voodoo[26] Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse in 1999. Present
1999 Hypnotic[27] The commercial asked if you believe in hypnosis, which was the effect of this axe scent. 2008
2000 Phoenix[28] Limited edition version released to cover the "Phoenix Legends" Dance Event in Ibiza, Spain in 2000. Present
2000 Adrenalin or Accelerate or Orion Not available as a shower gel. Still available in some countries. Present
2001 Gravity[29] The advertising featured a man falling to Earth. Present
2002 Dimension[30] Also called Enygmata in some countries. Present
2002 Apollo, Kilo, Phoenix, Tsunami, Voodoo Axe launched in U.S.[1] This is the line up that Axe launched with in U.S. n/a
2003 Pulse A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible. Used the "Make Luv" dance track which reached number 1 in UK. Present, 2008 (UK)
2003 Essence or Fusion A US variant Used TV advertising that showed two sides to a man's relationship with women, also called Fusion in some countries. Present
2003 Conviction Join the world of conviction. Join the world of conquest. Because if you have conviction that no woman can say no. No woman who can turn his face. Because women like men safe. Unite to this world. Used TV advertising that showed many man who are successful at women. At the end of the advertising there are thousands man singing a choir at the statue of man holding Axe Conviction and they are holding Axe Conviction too. Present
2004 Denim Released as shaving cream, deodorant and one of the few aftershaves. 2008
2004 Touch A red blood color. The TV advert features women getting more and more turned on[31] Present, 2008 (UK)
2005 Unlimited A light blue color. Mimics the Chinese kung fu film Crouching Tiger, Hidden Dragon.[2] Present, 2007 (UK)
2006 Click or Clix Also called score in some countries. This variant is portrayed as making men so attractive to women they will need a clicker to keep score of the number of women who check them out. Uses Nick Lachey in the advertising who is out-scored by a hotel worker who wears Clix. Axe gave away free clickers to promote the scent. The Lynx version uses Ben Affleck in the advertising instead of Nick Lachey.[3] Present
2007 Vice Advertising implies that it will turn "nice girls naughty" thanks to the forbidden fruits in the fragrance. The Latin phrase virgo in flagrante delicto is printed in mirrored text on the spray, body wash, and deodorant stick. Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a crime film. 2010
2008 Dark Temptation A chocolate-smelling fragrance; advertising implies that because women like chocolate, they will find men who smell of chocolate irresistible Advertising features a man who turns into chocolate when he sprays himself with Axe. He then goes on to be eaten by a series of women. It does not contain any chocolate, though it does contain caramel.[32] Present
2009 Instinct The scent includes cardamom, amber, and atlas cedar to produce a spicy scent of leather. The advertising campaign features a caveman who sprays the fragrance on himself and becomes irresistible to women. The tag line is "No one can resist a man in leather."[33] Present
2009 Wild Spice or Africa Duo Spice fragrance. Not available as a shower gel yet. Present
2010 Twist or Shift[citation needed] Has a Citrus scent. Spelled with a backwards S. Avaliable in the UK as early as Nov/Dec 2009, Present
2010 Polar[citation needed] Has a Mint and Citrus scent. Spelled with a backwards R. Not Available Yet

axe is for spraying it on your smelling ass dick!!

Axe Limited Edition chronology

Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year.[citation needed]

Year Limited Edition Name Description Notes Year of Discontinue
2000 Millennium or Zero 2006
2004(?) Relapse 2008
2005 Ready Long lasting effect makes you always ready for "action", blue colored can. Clearly states it's a very limited edition, came out with the willing scent. 2008
2005 Willing Long lasting effect makes you always willing for "adventure", green colored can. Clearly states it's a very limited edition, came out with the ready scent. 2008
2006 Air Light fresh fragrance. Available as a shower gel too. Still available in some stores. Present
2006 Below 0 or Get Fresh Cold and fresh fragrance. Advertising shows a girl kissing a boy and the mouth of the girl get freezed. Also available as a shower gel. Still available in some stores. Present
2007 3 A pack of two cans of Axe. One is called 1, the other is called 2. Both should be sprayed together to make a new smell. 2009
2008 Recovery or Recover or Anti-Hangover Citrus scent One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009. Present
2008 Shock Ice mint scent One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009. Present
2009 Fever or Hot Fever A fragrance infused with Brazilian hot mud and red dragon fruit extract. One of the three scents released by Axe under limited edition status. Comes in shower gel and body spray form. Released in U.S. in 2009. Present
2008 DRY Sharp Focus An anti-perspirant, not available as deodorant body-spray. Only available as anti-perspirant body spray, deodorant stick, and roll-on. Fresh mint scent. Advertising features a man that stays focused when he sprays himself with Axe. Is only available in DRY, not normal. Present
2008 Jet Sweet and fresh fragrance. Not available as a shower gel. Still available in some stores. In the advertising is shown fake flying company with very sexy stewardesses. 2008
2008 Day and Night An deodorant to use for the day, and the other for the night. Advertising says that one is suitable for everyday, the other is not. Present
2008 Boost or Ignite Warm Guava Scent. Based on a shower gel. Present
2009 Heat Warm Citrus Scent. Available in Shampoo only. This Limited Edition Shampoo + Conditioner came out with Freeze anti-itch shampoo. The scent seems to rival the Fever body wash and body spray line of products. Present
2009 Proximity sub-label: Amber, Bergamot, and Vetiver Three scents under the Proximity name. Lighter, more sophisticated fragrances targeted at less juvenile men. Sold at a higher price than regular Axe range. Comes in body spray only.[citation needed] Present
2009 Summer Is a light variant, light and sweet lime fragrance. Limited Edition, called "Best Of Summer" in Australia Fall/Autumn 2009
2009 Music Star Available in South America now Not available as a shower gel Present
2010 Rise or Rise Up[citation needed] With Lime Extract Also available as a shower gel Present
2010 DRY+ Sensitive[citation needed] Anti-Perspirant designed for sensitive skin Only available as an anti-perspirant and roll-on (UK) Available in UK since late 2009

Axe Shower Gels

Year Name Description Notes Year of Discontinue
2002 Shower Shake:Speed and Contact Shower gel that contained both a shower gel and a moisturiser Speed: Present

Contact: 2006

2003 Pulse Suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible. Present
2004 Recover or Anti-Hangover Citrus Scent Also available as body spray. Present
2004 Skin Contact:Sensitive, Hydrating, Purifying and Smoothing Smooths Skin Sensitive is a newer version . Present
2004 Groove or Night Attack Guarana scent with light musk and power beads. Present(UK:2007)
2005 Re-Load A blue coloured shower gel. Present (UK:2007)
2006 Boost or Ignite Warm Guava Scent A red coloured shower gel, also available as body spray. Present (UK:2010)
2006 Thai Massage A shower gel described as containing Bali Sea Salt and Tiger Balm Present
2007 Shock Icy Mint Scent Also available as deodorant. Present
2008 Snake Peel or Skin Resurrection A mix of cactus oil and desert minerals. Present(UK:2009)
2009 Hot Fever or Fever A fragrance infused with Brazilian hot mud and red dragon fruit extract It was promoted largely at T4 on the beach on the 19th July 9 which had the guy from the advert dance on stage with his dancers. The advert has got the slogan "Muchas Maracas", Maracas and the shower gel were given away during T4 to promote. Released in U.S. in 2009.

Also available as deodorant.

Present
2010 Rise[citation needed] With Lime Extract Also available as deodorant. Present

Axe Shampoos

Year Name Description Notes Year of Discontinue
2008 Constrict or Clean & Control[34] Shampoo that de-poofs your hair. Part of the Axe hair crisis relief products. Present
2008 Dual or 2 in 1[34] Shampoo and conditioner. Part of the Axe hair crisis relief products. This shampoo seems to follow the Snake Peel line of products Present
2008 Intense or Deep Clean[34] Removes product build-up and scrubs your hair. Part of the Axe hair crisis relief products. Present
2008 Armor or Anti-Dandruff[34] Removes dandruff from hair. Part of the Axe hair crisis relief products. Present
2008 Primed or Just Clean[34] Just shampoo. Part of the Axe hair crisis relief products. Present
2008 Lure or Just Soft[34] Just conditioner. Part of the Axe hair crisis relief products. Present
2009 Freeze or Itch Relief[35] Soothes the itch and gets rid of flakes. Part of the Axe hair crisis relief products. This shampoo seems to follow the Shock line of products. Present
2009 Heat[citation needed] 2 in 1 shampoo + conditioner. Warm citrus scent. Part of the Axe hair crisis relief products. This shampoo has been marketed under Limited Edition status! This shampoo seems to follow the Fever line of products. Present

Axe Hair Stylers

Year Name Description Notes Year of Discontinue
2008 Charged or Spiked-Up Look[34] Spikes up your hair. Part of the Axe hair crisis relief products. Present
2008 Laid Back or Shaggy Look[34] Gives you an easy looking hair. Part of the Axe hair crisis relief products. Present
2008 Whatever or Messy Look[34] Gives you a messy look. Part of the Axe hair crisis relief products. Present
2008 Refined or Clean-Cut Look[34] Gives you a clean cut, polished looking hair. Part of the Axe hair crisis relief products. Present
2009 Sleek or Smooth & Sophisticated[36] Provides extra shine and control so that you can get sophisticated hair. Part of the Axe hair crisis relief products. Present

References

  1. ^ a b c "Children Of The Web". Businessweek.com. 2007-07-02. Retrieved 2009-05-09.
  2. ^ a b "New Lynx fragrance set to deliver 'Unlimited' sales". Unilever.co.uk. Retrieved 2009-05-09.
  3. ^ a b c "Lynx- Click". Unilever.co.uk. Retrieved 2009-05-09.
  4. ^ "The Menaissance | World news | ''The Observer''". Guardian. 2006-07-09. Retrieved 2009-05-09.
  5. ^ [1][dead link]
  6. ^ "Boy, 12, Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley | UK News | Sky News". News.sky.com. Retrieved 2009-05-09.
  7. ^ Andy Dolan. "Boy, 12, collapsed and died after 'using too much Lynx deodorant' | Mail Online". Dailymail.co.uk. Retrieved 2009-05-09.
  8. ^ "CTV Edmonton - Teen burned in popular body spray stunt - Canadian Television". Toronto.ctv.ca. Retrieved 2010-01-27.
  9. ^ "Responsible Use". The Axe Effect. Retrieved 2010-01-27.
  10. ^ "Lynx unveils pocket-sized aerosol | Packs and Closures". packagingnews.co.uk. 2008-12-11. Retrieved 2009-05-09.
  11. ^ Haig, Matt (2003). Brand Failures. Kogan Page. p. 111. ISBN 0749439270. Retrieved 2009-04-02.
  12. ^ "Axe Amber / Lynx Amber by Axe / Lynx (1983)". Basenotes.net. Retrieved 2009-05-09.
  13. ^ "Axe Musk / Lynx Musk by Axe / Lynx (1983)". Basenotes.net. Retrieved 2009-05-09.
  14. ^ "Axe Spice / Lynx Spice by Axe / Lynx (1983)". Basenotes.net. Retrieved 2009-05-09.
  15. ^ "Lynx Orient / Axe Orient by Axe / Lynx (1987)". Basenotes.net. Retrieved 2009-05-09.
  16. ^ "Axe Marine / Lynx Marine by Axe / Lynx (1989)". Basenotes.net. 2007-12-08. Retrieved 2009-05-09.
  17. ^ "Axe Tempest by Axe / Lynx (1990)". Basenotes.net. Retrieved 2010-01-27.
  18. ^ "Axe Mirage / Lynx Mirage by Axe / Lynx". Basenotes.net. Retrieved 2010-01-27.
  19. ^ "Axe Nevada / Lynx Nevada by Axe / Lynx (1992)". Basenotes.net. Retrieved 2010-01-27.
  20. ^ "Axe Java / Lynx Java by Axe / Lynx". Basenotes.net. 2009-06-13. Retrieved 2010-01-27.
  21. ^ "Axe Alaska / Lynx Alaska by Axe / Lynx (1994)". Basenotes.net. Retrieved 2010-01-27.
  22. ^ "Axe Africa / Lynx Africa by Axe / Lynx (1995)". Basenotes.net. Retrieved 2010-01-27.
  23. ^ "Axe Inca / Lynx Inca by Axe / Lynx". Basenotes.net. Retrieved 2010-01-27.
  24. ^ "Axe Atlantis / Lynx Atlantis by Axe / Lynx". Basenotes.net. 2009-06-13. Retrieved 2010-01-27.
  25. ^ "Axe Apollo / Lynx Apollo by Axe / Lynx". Basenotes.net. Retrieved 2009-05-09.
  26. ^ "Axe Voodoo / Lynx Voodoo by Axe / Lynx (1999)". Basenotes.net. Retrieved 2009-05-09.
  27. ^ "GATEWAY".
  28. ^ "Axe Phoenix / Lynx Phoenix by Axe / Lynx (2000)". Basenotes.net. Retrieved 2009-05-09.
  29. ^ "Axe Gravity / Lynx Gravity by Axe / Lynx (2001)". Basenotes.net. Retrieved 2009-05-09.
  30. ^ "Lynx Dimension by Axe / Lynx (2002)". Basenotes.net. 2006-10-16. Retrieved 2009-05-09.
  31. ^ Axe Touch[dead link]
  32. ^ Post to: (2007-09-30). "Chocolate deodorant to lure girls". Sundaymirror.co.uk. Retrieved 2010-01-27.{{cite web}}: CS1 maint: extra punctuation (link)
  33. ^ [2]
  34. ^ a b c d e f g h i j "Product page".
  35. ^ "Shower power!".
  36. ^ "AXE Smooth & Sophisticated Look Shine Pomade".

External links

Wikimedia Commons has media related to Axe (grooming product).
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