Axe (brand): Difference between revisions

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Product type	Men's grooming products
Owner	Unilever
Country	France
Introduced	6 June 1983; 41 years ago
Markets	Worldwide
Website	www.axe.com; www.lynxexpression.com

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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.^{[citation needed]} 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]

Scents have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Oriental, and Marine. From 1990 until 1996, geographic names for fragrances were used. In 2009, the brand launched an eight-centimetre container called the Axe Bullet. The brand has also extended into other areas.

Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick and an aftershave lotion. The Axe Shampoos come in three different sizes: regular size, travel or sample size, and XL bottles. Axe also ships a shower scrub tool called the Axe Detailer.^[6]

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]}

Marketing

From the 1990s, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003, the advertising in the UK for the Pulse fragrance showed how it supposedly gave "geeky" men the confidence to woo women with dance. This was followed by Touch, Unlimited,^[7] Clix,^[8] and in 2007, Vice,^[8] which was marketed on a theme of making "nice" women become "naughty". Due to trademark issues, Axe products are sold under the Lynx brand name in the UK, Ireland, Australia, and New Zealand.

Their Twitter handle is also active in marketing Axe's various products and campaigns. The social media profile also proclaim that their "tweets are banger".

However, a trend called smellmaxxing contributed to a decline in the popularity of Axe, whereas high-end fragrances became more popular.^[9]

PR controversies

Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism.^[10] 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."

On 12 January 2008 12-year-old Daniel Hurley from 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.^[11] Videos on social networking sites depicted teens setting themselves on fire after spraying themselves with Axe. The trend resulted in multiple injuries.^[12] After these incidents occurred, the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.^[13]

References

^ Van Den Bergh, Joeri; Behrer, Mattias (2011). How Cool Brands Stay Hot: Branding to Generation. Kogan Page Publishers. pp. 130–131. ISBN 9780749462512.
^ "About Axe and Lynx on the Unilever website". Archived from the original on 2 January 2018. Retrieved 1 January 2018.
^ Feifer, Jason (7 August 2012). "How Axe Built A Highly Scientific, Totally Irresistible Marketing Machine Built On Lust". Fast Company. Archived from the original on 15 October 2019. Retrieved 15 October 2019.
^ Van Den Bergh, Joeri; Behrer, Mattias (2013). How Cool Brands Stay Hot: Branding to Generation. Kogan Page Publishers. p. 145. ISBN 9780749468057. Archived from the original on 15 December 2019. Retrieved 7 July 2016.
^ Osborne, Grant (2 July 2002). "Unilever give Ego the Axe – will Lynx be next?". Base Notes. Archived from the original on 24 January 2023. Retrieved 20 January 2022.
^ Wong, Elaine (25 November 2008). "Unilever Puts Axe Shower Tool on Display with SnapAds". Ad Week. Archived from the original on 15 October 2019. Retrieved 15 October 2019.
^ "New Lynx fragrance set to deliver 'Unlimited' sales". Unilever.co.uk. Archived from the original on 2 June 2009. Retrieved 2009-05-09.
^ ^a ^b "Lynx- Click". Unilever.co.uk. Archived from the original on 6 January 2009. Retrieved 2009-05-09.
^ Holtermann, Callie (19 May 2024). "Need a New Cologne or Fragrance? Ask a Teen Boy". The New York Times. Retrieved 23 October 2024.
^ Harris, Paul (9 July 2006). "The Menaissance: The American male is learning to flex his muscles again". London: Guardian. Archived from the original on 6 November 2022. Retrieved 9 May 2009.
^ "Boy, 12, Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley". News.sky.com. Archived from the original on 12 March 2009. Retrieved 2009-05-09.
^ Qadar, Sana (28 September 2007). "Teen burned in popular body spray stunt". CTV.ca. Archived from the original on 6 April 2012. Retrieved 18 December 2016.
^ "Responsible Use". The Axe Effect. Archived from the original on 6 August 2009. Retrieved 27 January 2010.

External links

[1] Van Den Bergh, Joeri; Behrer, Mattias (2011). How Cool Brands Stay Hot: Branding to Generation. Kogan Page Publishers. pp. 130–131. ISBN 9780749462512.

[2] "About Axe and Lynx on the Unilever website". Archived from the original on 2 January 2018. Retrieved 1 January 2018.

[3] Feifer, Jason (7 August 2012). "How Axe Built A Highly Scientific, Totally Irresistible Marketing Machine Built On Lust". Fast Company. Archived from the original on 15 October 2019. Retrieved 15 October 2019.

[4] Van Den Bergh, Joeri; Behrer, Mattias (2013). How Cool Brands Stay Hot: Branding to Generation. Kogan Page Publishers. p. 145. ISBN 9780749468057. Archived from the original on 15 December 2019. Retrieved 7 July 2016.

[5] Osborne, Grant (2 July 2002). "Unilever give Ego the Axe – will Lynx be next?". Base Notes. Archived from the original on 24 January 2023. Retrieved 20 January 2022.

[6] Wong, Elaine (25 November 2008). "Unilever Puts Axe Shower Tool on Display with SnapAds". Ad Week. Archived from the original on 15 October 2019. Retrieved 15 October 2019.

[autogenerated5-7] "New Lynx fragrance set to deliver 'Unlimited' sales". Unilever.co.uk. Archived from the original on 2 June 2009. Retrieved 2009-05-09.

[autogenerated7-8] "Lynx- Click". Unilever.co.uk. Archived from the original on 6 January 2009. Retrieved 2009-05-09.

[k612-9] Holtermann, Callie (19 May 2024). "Need a New Cologne or Fragrance? Ask a Teen Boy". The New York Times. Retrieved 23 October 2024.

[10] Harris, Paul (9 July 2006). "The Menaissance: The American male is learning to flex his muscles again". London: Guardian. Archived from the original on 6 November 2022. Retrieved 9 May 2009.

[11] "Boy, 12, Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley". News.sky.com. Archived from the original on 12 March 2009. Retrieved 2009-05-09.

[12] Qadar, Sana (28 September 2007). "Teen burned in popular body spray stunt". CTV.ca. Archived from the original on 6 April 2012. Retrieved 18 December 2016.

[13] "Responsible Use". The Axe Effect. Archived from the original on 6 August 2009. Retrieved 27 January 2010.

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+{{short description|French brand of male grooming products owned by the British-Dutch company Unilever}}
-[[Image:Axe Products.JPG|right|thumb|300px|Various Axe/Lynx products]]
+{{About|men's grooming products|other uses|Axe (disambiguation)}}
+{{Use dmy dates|date=January 2016}}
+{{Original research|date=September 2017}}
+{{Infobox brand
+|logo                   = [[File:AXE logo 2021.svg|200px]]<br>[[File:Lynx logo 2021.svg|200px]]
+|name                   = Axe / Lynx
+|type                   = Men's grooming products
+|currentowner           = [[Unilever]]
+|origin                 = [[France]]
+|introduced             = {{start date and age|1983|6|6|df=y}}
+|related                =
+|markets                = Worldwide
+|previousowners         =
+|trademarkregistrations =
+|website                = {{URL|https://www.axe.com/}}<br>{{URL|http://www.lynxexpression.com}}
+}}
+'''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.<ref>{{cite book|last1=Van Den Bergh|first1=Joeri|url=https://books.google.com/books?id=nnbDTthIla4C&q=Axe+Lynx&pg=PA130|title=How Cool Brands Stay Hot: Branding to Generation|last2=Behrer|first2=Mattias|publisher=Kogan Page Publishers|year=2011|isbn=9780749462512|pages=130–131}}</ref><ref>{{Cite web |url=https://www.unilever.com/brands/our-brands/axe.html |title=About Axe and Lynx on the Unilever website |access-date=1 January 2018 |archive-date=2 January 2018 |archive-url=https://web.archive.org/web/20180102073038/https://www.unilever.com/brands/our-brands/axe.html |url-status=dead }}</ref>
-'''Axe''', or '''Lynx''' (see [[Axe (deodorant)#UK History|below]]), is a [[Unilever]]-owned brand of men's [[deodorant]], [[perfume|body spray]], and [[shower gel]] that is popular in [[North America]], [[Europe]], [[Australia]], [[South America]] and [[South Asia]]. Axe was first launched in [[France]] in [[1983]], although Axe was first launched in South Africa in 1974 under the brand name 'Ego' by Unilever.  ''Axe bodyspray'' is a body spray that made its debut in [[2002]].
+==Products==
-Currently there are thirteen [[fragrance|fragrances]] available (listed [[Axe (deodorant)#List of Available Fragrances|below]]). In the [[Americas]], [[India]], South Asia and mainland Europe, this product is sold as '''Axe'''. In [[Australia]], [[New Zealand]], [[Republic of Ireland|Ireland]],  and the [[United Kingdom]] it is sold as '''Lynx'''.  In [[Uruguay]] it was sold as "Lynx" until [[2004]].
+{{See also|List of Axe products}}
+[[File:Lynx Deodorant Collection - Apollo, Black, Africa.png|left|thumb|Lynx Deodorants; Apollo, Black and Africa]]
+[[File:Large collection of Axe products.jpg|right|thumb|Collection of many Axe products]]
+Axe aka Lynx was launched in France in 1983 by Unilever.<ref>{{Cite web|url=https://www.fastcompany.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust|title=How Axe Built A Highly Scientific, Totally Irresistible Marketing Machine Built On Lust|last=Feifer|first=Jason|date=2012-08-07|website=Fast Company|language=en-US|access-date=2019-10-15|archive-date=15 October 2019|archive-url=https://web.archive.org/web/20191015141402/https://www.fastcompany.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust|url-status=live}}</ref> It was inspired by another of Unilever's brands, [[Impulse (body mist)|Impulse]].{{Citation needed|date=October 2019}} 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.<ref>{{cite book |title=How Cool Brands Stay Hot: Branding to Generation |first1=Joeri |last1=Van Den Bergh |first2=Mattias |last2=Behrer |publisher=Kogan Page Publishers |year=2013 |isbn=9780749468057 |page=145 |url=https://books.google.com/books?id=iu2xex7nzf4C&q=%22axe-lynx+effect%22 |access-date=7 July 2016 |archive-date=15 December 2019 |archive-url=https://web.archive.org/web/20191215215228/https://books.google.com/books?id=iu2xex7nzf4C&q=%22axe-lynx+effect%22 |url-status=live }}</ref><ref>{{Cite web|url=https://basenotes.com/articles/unilever-give-ego-the-axe-will-lynx-be-next.2100/|title=Unilever give Ego the Axe – will Lynx be next?|last=Osborne|first=Grant|date=2002-07-02|website=Base Notes|language=en-US|access-date=2022-01-20|archive-date=24 January 2023|archive-url=https://web.archive.org/web/20230124181300/https://basenotes.com/articles/unilever-give-ego-the-axe-will-lynx-be-next.2100/|url-status=live}}</ref>
-In many of the target countries, television [[advertisement]]s have portrayed the deodorant as being a major factor in attracting potential partners (the so-called ''Axe effect'' or ''Lynx effect''), and making somewhat dubious claims that the deodorant lasts for 24 hours. Advertisements for Axe bear overt sexual [[innuendo]]; some advertisements directly state that using Axe will assist the consumer in seducing women.
+Scents have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included ''Musk'', ''Spice'', ''Amber'', ''Oriental'', and ''Marine''. From 1990 until 1996, geographic names for fragrances were used. In 2009, the brand launched an eight-centimetre container called the Axe Bullet. The brand has also extended into other areas.
-It is mainly targated at younger consumers, specificly teens.
+Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick and an aftershave lotion. The Axe Shampoos come in three different sizes: regular size, travel or sample size, and XL bottles. Axe also ships a shower scrub tool called the Axe Detailer.<ref>{{Cite web|url=https://www.adweek.com/brand-marketing/unilever-puts-axe-shower-tool-display-snapads-104857/|title=Unilever Puts Axe Shower Tool on Display with SnapAds|last=Wong|first=Elaine|date=25 November 2008|website=[[Ad Week]]|language=en-US|access-date=2019-10-15|archive-date=15 October 2019|archive-url=https://web.archive.org/web/20191015141403/https://www.adweek.com/brand-marketing/unilever-puts-axe-shower-tool-display-snapads-104857/|url-status=live}}</ref>
-==History==
-Axe was first launched in South Africa in 1974 under the brand name 'Ego' by Unilever. Following its success there, it was launched in France as Axe (1983) and grew to become available worldwide. In 2002, Ego was renamed to Axe in South Africa as part of Unilever’s efforts to globalize and consolidate their various brands.
+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|date=April 2018}}
-===In the UK===
-Axe was first launched in the United Kingdom under the name "Lynx" by [[Elida Gibbs Ltd.]] in [[1985]]. It was the first body spray to be released as a stand alone product, not as part of a larger product range.
+==Marketing==
-Initially it was available in three fragrances: - "Amber", "Musk" and "Spice". In [[1987]] this was extended to include the fragrance "Orient".
+From the 1990s, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003, the advertising in the UK for the ''Pulse'' fragrance showed how it supposedly gave "[[geek]]y" men the confidence to woo women with dance. This was followed by ''Touch'', ''Unlimited'',<ref name="autogenerated5">{{cite web|url=http://www.unilever.co.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.asp |title=New Lynx fragrance set to deliver 'Unlimited' sales |publisher=Unilever.co.uk |access-date=2009-05-09 |url-status=dead |archive-url=https://web.archive.org/web/20090602013416/http://www.unilever.co.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.asp |archive-date=2 June 2009 |df=dmy }}</ref> ''Clix'',<ref name="autogenerated7">{{cite web|url=http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp |title=Lynx- Click |publisher=Unilever.co.uk |access-date=2009-05-09 |url-status=dead |archive-url=https://web.archive.org/web/20090106123719/http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp |archive-date=6 January 2009 |df=dmy }}</ref> and in 2007, ''Vice'',<ref name="autogenerated7" /> which was marketed on a theme of making "nice" women become "naughty". Due to trademark issues, Axe products are sold under the Lynx brand name in the UK, Ireland, Australia, and New Zealand.
+Their Twitter handle is also active in marketing Axe's various products and campaigns. The social media profile also proclaim that their "tweets are banger".
-In [[1988]] shower gels were introduced to match the four fragrances of the body sprays. These were promoted by giving away free sample mini-packs of the shower gel with the deodorant.
+However, a trend called [[smellmaxxing]] contributed to a decline in the popularity of Axe, whereas high-end fragrances became more popular.<ref name="k612">{{cite web |last=Holtermann |first=Callie |date=2024-05-19 |title=Need a New Cologne or Fragrance? Ask a Teen Boy. |url=https://www.nytimes.com/2024/05/19/style/designer-cologne-fragrance-teen-boys.html |access-date=2024-10-23 |website=The New York Times}}</ref>
-By [[1989]] a new fragrance called "Marine" was released. Also in the same year, an [[aftershave]] was launched.
+===PR controversies===
-==List of available fragrances==
+Adverse publicity has been generated by the product's advertisements for encouraging sexual [[promiscuity]] and [[sexism]].<ref>{{cite news| url=https://www.theguardian.com/world/2006/jul/09/paulharris.theobserver| title=The Menaissance: The American male is learning to flex his muscles again| publisher=Guardian| date=2006-07-09| access-date=2009-05-09| location=London| first=Paul| last=Harris| archive-date=6 November 2022| archive-url=https://web.archive.org/web/20221106123203/https://www.theguardian.com/world/2006/jul/09/paulharris.theobserver| url-status=live}}</ref> 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."
-On the US Market, there are currently ten fragrances available in the Axe deodorant line excluding some limited editions.
-[[Image:Axe product image.jpg|right]]
-*Essence
-*Kilo
-*Orion
-*Phoenix
-*Touch
-*Tsunami
-*Unlimited
-*Voodoo
-*Clix
-*Apollo
+On 12 January 2008 12-year-old Daniel Hurley from [[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.<ref>{{cite web|url=http://news.sky.com/skynews/Home/UK-News/Boy-12-Died-After-Spraying-Deodorant-Lynx-Aerosol-Triggered-Heart-Condition-In-Daniel-Hurley/Article/200811315156332|title=Boy, 12, Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley|publisher=News.sky.com|access-date=2009-05-09|url-status=dead|archive-url=https://web.archive.org/web/20090312095943/http://news.sky.com/skynews/Home/UK-News/Boy-12-Died-After-Spraying-Deodorant-Lynx-Aerosol-Triggered-Heart-Condition-In-Daniel-Hurley/Article/200811315156332|archive-date=12 March 2009|df=dmy}}</ref> Videos on social networking sites depicted teens setting themselves on fire after spraying themselves with Axe. The trend resulted in multiple injuries.<ref>{{cite news |last=Qadar |first=Sana |url=http://toronto.ctv.ca/servlet/an/local/CTVNews/20070928/axe_spray_070928?hub=EdmontonHome |title=Teen burned in popular body spray stunt |work=[[CTV.ca]] |date=2007-09-28 |url-status=dead |archive-url=https://web.archive.org/web/20120406211600/http://toronto.ctv.ca/servlet/an/local/CTVNews/20070928/axe_spray_070928?hub=EdmontonHome |archive-date=2012-04-06 |access-date=2016-12-18 }}</ref> After these incidents occurred, the company created two ads, one against the use of Axe as an [[inhalant]], and the other warning of its flammability.<ref>{{cite web |url=http://www.theaxeeffect.com/responsibleuse.html |title=Responsible Use |publisher=The Axe Effect |access-date=2010-01-27 |archive-date=6 August 2009 |archive-url=https://web.archive.org/web/20090806083416/http://www.theaxeeffect.com/responsibleuse.html |url-status=live }}</ref>
-Some limited edition Axe scents released on the US market include:
-*Ready (limited edition)
-*Recovery (limited edition)
-*Relapse (limited edition)
-*Willing (limited edition)
+==References==
-Internationally, a number of additional fragrances are available. While all of these can be found under the Axe brand, some are also sold under the Lynx brand.
+{{reflist}}
-*Accelerate
-*Africa
-*Air (limited edition)
-*Alaska
-*Anti-Hangover (limited edition)
-*Atlantis
-*Below-0 (limited edition)
-*Click
-*eau de Katherine
-*Horny juice (limited edition)
-*Dimension
-*Gravity
-*Ice (limited edition)
-*Ignite (limited edition)
-*Inca
-*Java
-*Jet
-*Marine
-*Mirage
-*Musk
-*Pulse
-*Re.Load
-*Sexy (limited edition)
-*Silver Fusion (limited edition)
-*White Label (limited edition)
-===Release of Clix===
-In 2006, Axe launched their newest fragrance Clix, again advertised as a way for men to attract women. The television ad for the product, also available on Axe's website at http://www.theaxeeffect.com/axeclix.html shows [[Nick Lachey]] using a tally counter to count how many women who would [[flirt]] back to him. In the ad he continuously gets flirted with by attractive women (and one [[homosexuality|guy]]) as he goes about his everyday business. At the end of the advert Lachey shows off his clicker score, 103, to a young working man in an elevator. His pride and dignity is ruined as the geeky-looking young man displays his enormous score, 2,372, on his own clicker, beating Lachey's score.
-A practically identical ad was also made starring [[Ben Affleck]] for the Lynx label.
-== Advertisements ==
-The popular [[2003]] UK advert for Lynx Pulse, featuring a man performing a spontaneous dance routine with some women in a bar, catapulted the accompanying track "Make Luv" to the UK No. 1 spot in the [[2003 in British music|music charts]] when it was re-released by [[Room 5]] featuring [[Oliver Cheatham]].
-The Lynx "Billions" Advert portrays billions of bikini clad women running through forests and swimming through oceans to reach a man. The advert was shown once on British national television. The advert has already reached near cult status.
-Axe has also had a number of controversial, sexually explicit advertisements. These advertisements are generally released online before releasing it on television networks.
-*In early 2006, Axe began marketing a body wash via a fictitious cult that helps men cleanse their bodies and conscience from questionable [[One night stand|hook-ups]]. Axe Snake Peel is described as the "Sanctioned shower scrub of The Order of The Serpentine." [http://orderoftheserpentine.com/subliminal.html]
-*In mid-[[2005]], an advertisement featured two frogs engaging in [[sexual intercourse]]. The ad also featured a man and a woman about to engage in the same. This advertisement has been revoked.
-*Advertisement titled "Listening 101", featured a woman talking to a man, while he is being distracted. The distractions are a car, then a soccer game, followed by two lesbians [[making out]], with blurs.
-*The current advertising tagline for Axe (Lynx) in the UK is "Spray more. Get more."
-===Axefeather ===
-[http://www.axefeather.com/ Axefeather] is a promotional website, in some ways similar to [[Burger King|Burger King's]] [[The Subservient Chicken|Subservient Chicken website]]. Axefeather.com is part of Unilever's [[viral marketing]] campaign targeting 16-to-20-year-old men. The interactive site invites the viewer (with the phrase "Play with me") to tickle a picture of a scantily-clad woman with a feathered cursor. The interactive presentation was directed by [[Olivier Rabenschlag]].
-===In Video Games===
-Axe released an online game for PC called ''Mojo Master'' to promote their products. The game has the player trying to seduce digital women using Axe products to help them out. An online component was also added to the game to enable further features to be unlocked and allow players to compete against each other.
-Axe has advertised itself in several other video games, including:
-*A stage of [[Splinter Cell: Chaos Theory]];
-*In [[Burnout 3]];
-*In [[Ghost Recon: Advanced Warfighter]];
-*Throughout [[Need For Speed: Most Wanted]];
-*Inside a stage of [[Def Jam: Fight for NY]].
-===In Television===
-Cooperating with [[MTV]], an hour-long special known as [[The Gamekillers]] was produced in 2006. The show profiled various stereotypical characters who "ruin your chances at getting any" with their annoying habits that tend to break up dates. Around the same time Axe ran several similar "Gamekiller" ads featuring the same actors.
-An advertisement is also found at the end of episode #56 of [[Aqua Teen Hunger Force]]
 ==External links==
+{{Commons category multi|Axe (grooming product)|Lynx (grooming product)|align=right|width=20em}}
-* [http://www.theaxeeffect.com Official US Website]
-* [http://www.thelynxeffect.com/ Official Lynx Website]
+*[https://www.axe.com/ Official Axe website]
-* [http://www.axefeather.com/ Axefeather]
+*[https://www.lynxformen.com/ Official Lynx website]
-* [http://www.axe.ca/ Official Canadian Website]
-* [http://orderoftheserpentine.com/subliminal.html "Order of the Serpentine" viral videos]
-* [http://orderoftheserpentine.ca Order of the Serpentine Canada]
-* [http://gamekillers.com/ The Gamekillers]
-* [http://gamekillers.ca/ The Gamekillers in Canada]
-[[de:Axe (Deodorant)]]
+{{Unilever}}
+[[Category:Perfumes]]
+[[Category:Orkla ASA]]
 [[Category:Unilever brands]]
-[[Category:Fragrances]]
+[[Category:Products introduced in 1983]]
-[[Category:Viral marketing]]