Axe / Lynx: Inspiration from above - A fresh approach to a global product launch

In 2011 Axe, Unilever's male fragrance brand, experienced stalling growth and a generation of young men who were not engaging with the brand.

Axe / Lynx: Inspiration from above – A fresh approach to a global product launch

Principal authors: Tim Jones, Priyanka Kanse, Ben Shaw, John Jones, Ed Booty, BBH; Irina Pessin, Data2DecisionsContributing authors: James Sheard and Thomas Gwin, BBH

1. BACKGROUND

This is a story about AXE1, known as LYNX in the UK. AXE is a global cross-category grooming brand, encompassing deodorant, anti-perspirant, shower and hair products. Deodorant is the core product, making up approximately 75% of AXE turnover2.

This paper focuses on AXE's deodorant business alone. When we talk about the AXE...

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