Axe / Lynx
The world's largest men's body-spray brand.
Axe, sold in the United Kingdom, Ireland, Australia and New Zealand as Lynx, is the men's body-spray brand that Unilever launched in France in 1983, drawing on the formulation playbook of its earlier Impulse line. The original three variants, Musk, Amber and Spice, established the template the brand has worked through ever since: strongly projecting fougere and oriental accords, low-priced aerosol delivery, and advertising aimed squarely at adolescent boys and young men. From the late 1990s onward Axe expanded into deodorant sticks, body wash, hair care and, more recently, an Axe Fine Fragrance line developed with Ann Gottlieb. It is sold in more than ninety countries and is generally regarded as the largest men's fragrance brand in the world by volume. Despite occasional reputational complications around its marketing, the house remains a defining mass-market presence and a common entry point into wearing scent at all.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
