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Axe Axe is a line of men's fragrance products offered by the Unilever brand. In North America, South America, parts of Europe and Asia, the brand is known as Axe. In the UK, Ireland and Australia, the same products are marketed under the brand name Lynx.
Axe body sprays for men were first introduced in 1983, after Unilever found success with a moderately-priced line of women's body sprays marketed under the brand Impulse. Axe is now marketed in 60 countries and is one of the world's most popular male grooming brands.
Deodorant body sprays are the mainstay of the line. New fragrance variations are introduced each year, and are typically accompanied by matching anti-perspirant and body wash. Shampoos, hair styling products and male grooming tools are also offered under the Axe brand.
The line is popular with young men around the world, in part due to its provocative advertising, which often features women being strongly attracted to or driven wild by a man wearing the Axe products.
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