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, Data2Decisions
Contributing authors: James Sheard and Thomas Gwin, BBH


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 brand, we are doing so within the scope of AXE's deodorant business across variants3.

The deodorant business is the best representation of how the overall business is performing4. It is also common to every market, whereas other elements of the product mix have different levels of distribution in different markets5.