The key to Axe`s continued success has been its strategy of launching new fragrance variants every year. The 2013 edition was Apollo, coupled with a promotion to send 23 happy users into the suborbital space. This was followed in 2014 by the Axe Peace variant. In 2016, there were no less than three new lines: Axe Adrenaline, Axe Urban and Axe Signature. Other variants were Instinct (2009), Dark Temptation (2008), Vice (2007) and Click (2006). Selected fragrances from the past will continue to be marketed alongside the current range, although availability varies from country to country. Bestsellers include Africa (originally launched in 1995), Marine (from 1989), Pulse (2003), Touch (2004) and Feather (2005). Axe or Lynx is a brand of men`s grooming products owned by the British company Unilever and marketed to the younger male population. It is marketed as Lynx in the UK, Ireland, Malta, Australia, New Zealand and China.   AXE aims to inspire a playground of attraction for all. We do this through our products, which are a combination of revolutionary technology and fine fragrances. So that no matter what comes your way, you are ready. The product was launched in the UK and Germany in 1985.
The axe name was considered too aggressive for English-speaking markets (and had in fact been registered by another company). Instead, the company chose the Lynx name for the UK and later Australia, while South Africa launched the product as ego. In other European markets, it was introduced under the name An Axe. Initially modestly successful, the brand`s growth had slowed in the mid-1990s, despite a series of expansions in Aftershave (1989) and Roll-on Deodorant (1991). In 1996, a new marketing campaign established the product, particularly in the UK, as an icon for the revived market for young men. In 2000, the brand expanded further with a range of body sprays, shower gels, shaving gels and razors. Unilever experimented even more ambitiously with a small chain of Lynx hair salons, but this idea was later abandoned. In 2002, the group renamed its South African deodorant Ego Axe, leaving the UK and Australia as the only regions that don`t fit the brand`s global umbrella. On January 12, 2008, Daniel Hurley, 12, from Derbyshire, England, died in hospital five days after collapsing at his home. The coroner ruled that he had suffered from cardiac arrhythmias and died of heart failure as a result of spraying large amounts of lynx into a confined space.  Videos on social networking sites have shown teenagers setting themselves on fire after spraying themselves with axes. The trend has led to several injuries.
 After these incidents, the company placed two advertisements, one warning against the use of the axe as an inhalant and the other warning against its flammability.  With a focus on young people, Axe also targeted its mothers, who often went shopping and were among the main players in their sons` hygiene habits. The explicit nature of Axe`s branding, not to mention its infamous sharpness, made an alliance between mothers and Axe counterintuitive – until you were in the company of a sweaty 15-year-old. ”I have two sons,” said Rosie Arnold, a former BBH employee and creative director on some of Axe`s most famous commercials. ”When people say, `Oh my God, doesn`t the axe or the lynx smell bad?` I`m like, ”Not as terrible as teenagers.” Most perfume names usually have a shower gel to accompany them, and sometimes an antiperspirant/deodorant stick and aftershave lotion. Axe shampoos are available in three different sizes: full size, travel or sample size, and XL bottles. Axe also provides a shower scrub tool called Axe Detailer.  Today, the iconic advertising campaign feels petrified, obsessed with a past view of masculinity. (Axe was renamed in 2016, and although it still has more than $1 billion in annual global revenue — comparable to a decade ago — it has seen year-over-year declines in the cultural stamp division.) Nevertheless, these ads from the 2000s continue to see thousands of views on YouTube. There`s the one in which a pretty speaker fights with the arm of a mannequin she just sprayed demover. There`s the one with the guy made of chocolate getting licked in a dark movie theater. Axe launched a marketing campaign in which the company selected people in a global competition to become astronauts who would perform suborbital space missions aboard the XCOR Lynx spacecraft.
 On December 5, 2013, Axe announced the 23 space cadets who had won the extensive training competition at the Kennedy Space Center in Florida. The winners came from 23 countries, some of which did not have space agencies or had not yet produced astronauts. The suborbital rides would take place after the unbuilt XCOR Lynx rocket passed the flight test targets. [Citation needed] ”Really, you talked to 15- to 18-year-olds,” Hegarty said. ”And you were talking to a group of children who were reaching adulthood and needed confidence. I mean, the context of all this is that they were very insecure. Suddenly, a worldview merges. The brand`s first advertisement, which uses the strategy of a clumsy young man at a cocktail party that becomes soft as soon as he applies the spray, evokes a dystopian vision of adulthood. There are elaborate cocktails, freestanding works of art, appetizers. Axe promises not only to help boys get the girl, but also to help them navigate a world that punishes inexperience.
Take it for granted that teenagers are afraid to death of their perceived immaturity. Imagine a world or remember a world where the opinions of your male friends and classmates were everything, and girls belonged to a mysterious order that you constantly thought about – and sometimes consulted – but whose added value was theoretical. Being able to go to the pharmacy and spend a few dollars on a vaporizer that carefully telegraphed a worldview that assured your colleagues that you wanted the same things as them: how could you not appreciate this kind of merchandise? Beginning in the 1990s, Axe ads depicted various ways in which products were supposed to help men attract women. In 2003, advertising in the UK for the Pulse fragrance showed how it was supposed to give ”geek” men the confidence to seduce women with dance. In 2005, consumer expert Dr. Vince Wong, CEO of Insights Interactive, was hired to explore the cross-cultural behavioral motivations of their young adult male consumers. This has led to the development of the brand worldwide, resulting in award-winning global communication campaigns.  This was followed by Touch, Unlimited, Clix, and in 2007 Vice, which was marketed under the motto of turning ”good” women into ”bad guys”.