Axe Anarchy for him and for her: Unlocking growth by breaking all the rules

BBH London

Advertiser: Unilever
Brand: Axe
Country: United Kingdom


Scope of paper

This paper covers the deodorant market in five of the top ten AXE markets that total 52% of the brand's turnover. These markets are representative of the brand's geographic footprint and overall commercial performance.1

The axe business model

The brand proposition

AXE (also known as Lynx) is the world's leading male deodorant body spray, famous for giving guys the edge with girls. This promise of confidence and seduction is underpinned by great fragrances and a compelling brand idea: The AXE Effect.

Pressure to recruit

Axe is tightly targeted at guys as they make the transition from boyhood to manhood. Tight targeting provides focus, but it comes at a cost. By the age of 24 guys are half as likely to buy AXE than their younger brothers.