Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands Impulse. Impulse was a fragranced deodorant body spray for women that promised wearers male attention.
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 UK and Ireland due to trademark problems so it was launched as Lynx.
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 U.S. and Canada. The company has also consolidated its deodorant portfolio by migration other overlapping male deodorants into the Axe brand such as South Africa's Ego brand.
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