Behind the brand: Axe – the world’s No.1 men’s grooming brand

Three decades ago Axe, also known as Lynx in the UK, launched into the male grooming market. After seeing a gap in the market, responding quickly to consumers needs, and innovating continuously, they created a revolutionary new spray that combined an effective deodorant with a high-quality fragrance.

Read the full case study to discover:

• How the story of Axe began, and how it got to become the most popular men’s grooming brand
• Its functional deodorant benefits
• The purpose that powers it
• Its fragrance expertise
• The science and technology behind it; the formulation process, the scientific research, and the new discoveries
• Its bold, unapologetic advertisements and how they push boundaries with its campaigns