Axe deodorant to be launched in the USA

by Grant Osborne, 08 May 2002

Unilever is introducing AXE to the US. Originally launched in France by Fabergé in 1983, it then appeared in the UK in 1985 rebranded as Lynx. By either name, AXE is now the world's number one deodorant brand, and is market leader in most of the 60 countries it sells in, with a 10%-20% share of the market.

The range consists of around 6 fragrances. To ensure that the range is kept on the ball with current fragrance market trends, a new version is launched each year with the poorest selling scent quietly dropped. It's a bit like a deodorant version of Big Brother or the Weakest Link.

The six varieties ear-marked for the North American launch include Phoenix, Apollo, Tsunami, Orion, Voodoo and Kilo. Axe will be packaged in a stylish 4-oz. black can and will be sold at food, drug and mass outlets at a suggested retail price between $3.99-4.99. "There are two factors underlying Axe's consistent global success that convince us this product will be a hit in North America," said Alan Jope, chief operating officer of Unilever Home & Personal Care North America. "First, Axe does what a standard deodorant does, but its six fragrances don't smell like deodorants. This seems, according to our market experience, to give young men the confidence they want, or need, around young women. Second, we have finely tuned our marketing model, have used it in many countries with great success, and have done so in a way that no other brand has been able to duplicate."

"Young men are spending more money and time on their appearance than ever before and this trend is expected to increase. We think the time is finally right to bring Axe, an incredibly popular franchise in many countries around the world, to North America," Mr. Jope added.

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

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Axe deodorant to be launched in the USA

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