There is no secret brands are a big part of our lives, they are not only different options with an adherent value, they are also a representation of how and what we buy and a definition of who we are and what kind of life we are living.
In a market with many options, to be able to stand out you have to define what makes your product special and different from others, what are the benefits you are bringing to your customer.
Axe was born in France in 1983 and created by UNILEVER; Axe was created inspired by another Unilever’s brand called “ Impulse” which was a fragranced deodorant body spray for women that promised to attract male attention; they enthusiastically capitalized axe success and launched it to the rest of Europe from 1985 onwards.
The brand offers deodorant body spray, sticks, roll-ons, anti perspirants, aftershaves and shower gels. Axe is considered the number one worldwide brand of men’s grooming products and can be found in over 60 countries; in Australia, New Zealand, Ireland and the United Kingdom it is named Lynx due to conflicts regarding trademark.
Axe has established itself as one of the most high-profile brands as a result of its unique eye-catching and prolific marketing which offers an exaggerated view of the product’s effect on women. Its products are consistently targeted to 18-25 year old males and not all axe products are marketed in all countries. It claims to be cool, iconic and seductive; they come up with a constant stream of new ideas to keep guys a step ahead in the "mating game". They have an excellent track record of advertising awards and they represent well-established brand leaders in Europe And Latin America.
Axe is a good example of a solid brand consistent to its personality; some might consider it a little bit sexist and male chauvinist but still is a marketing phenomenon that keeps excitement in the market.
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