Axe gets US relaunch

by Grant Osborne, 23 April 2007

Axe, the male grooming brand that was introduced in the United States in 2002, is changing the game once again with a reinvented bodyspray line that includes a sleek new look, improved fragrances and a refreshing and entertaining new marketing campaign.

Since introducing Axe (known as Lynx in some territories) to the U.S. in 2002, Axe quickly became the leading male brand in the anti-perspirant/deodorant category.

“While several brands have followed in our footsteps in recent years and we are flattered by the imitation, we understand that our guys know Axe is the original and will continue to be the leader in the men’s anti-perspirant/deodorant category,” says Sam Chadha, Director of Anti-Perspirant/Deodorant at Unilever Home and Personal Care. “While competitors are scrambling to play catch-up, Axe is leading with innovation…again.”

One way that Axe helps maintain its popularity is through the use of new products and new entertainment vehicles. The relaunch of Axe comes on the heels of several new offerings from the brand, including the U.S. launch of Axe Shower Gels in 2005 and its first premium Eau De Toilette, AXELab, in 2006. In addition, Axe introduces an average of one new fragrance to its bodyspray line every year and retires certain fragrances to ensure that the fragrances avalable reflect current trends.

A key to the brand’s success is the contribution of renowned fragrance specialist Ann Gottlieb, the nose behind many of the most successful prestige fragrances including ckOne and Obsession. Gottlieb re-formulated and improved each of the eight Axe bodyspray variants with a focus on creating more refreshing, contemporary fragrances that help ensure there is an Axe scent that fits every guy and every occasion.The new Axe bodysprays also have a sleek new can design that incorporates a unique ‘twist’ mechanism to release the spray.

The brand is also known for its tongue-in-cheek advertising that helps illustrate the power of "The Axe Effect". The latest campaign created around the relaunch of its bodyspray line that now offers “Bom Chicka Wah Wah” in every can. In the campaign, attractive women are drawn to the power of Axe, blurting “Bom Chicka Wah Wah!”

“We are always searching for new and surprising ways to connect with 18-24 year-old guys and our new products and marketing should help keep our product line fresh and engage our guys in an entertaining way,” says Chadha. “We want guys to test the new AXE for themselves and see how Bom Chicka Wah Wah gives them a reliable new wingman in the mating game.”

The eight fragrance varieties currently available from AXE are available in all food, drug and mass retail outlets nationwide beginning in April 2007. Suggested retail price $4.99 (4 oz.).

Categories: Men's Fragrance, Men's Grooming, Marketing, Axe / Lynx, Unilever

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