History#2

From its launch, the yearly fragrance variant of 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.
From 1990 until 1996 geographic names 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.
From 2003 Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003 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, Clix and in 2007 Vice was marketed on a theme of making "nice" women become "naughty".
In 2008 a chocolate-themed body spray, Dark Temptation, was released. This spray did not smell like chocolate, but claimed that it made the user "as irresistible as chocolate".