Axe (grooming product)
Encyclopedia
Lynx
Lynx (or Axe in the North America
, France
and Eastern Europe
) is a brand of male grooming products, owned by the British
/Dutch
company Unilever
and marketed towards young males.
Axe was launched in France
in 1983 by Unilever
. It was inspired by another of Unilever's brands, Impulse
.
Unilever were keen to capitalize on Lynx's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.
The European launch of the deodorant was followed by success in Latin America
and moderate impact in Asia
and Africa
. In the new millennium, the brand has launched with great success in the United States
and Canada
. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Lynx brand such as South Africa
's Ego brand.
Although Lynx's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Lynx Dry), and anti-perspirant stick (also called Lynx Dry).
From its launch, the annual fragrance variant has played a key part in the success of the brand by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine, and Oriental.
From 1990 until 1996, geographic names for fragrances were used, such as Africa
, Alaska
, Java
, Nevada
, and Inca. From 1996 to 2002, Lynx took inspiration from Calvin Klein
fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.. See an interview of Ann Gottlieb, in which she speaks about Axe fragrance development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-Professions-Ann-Gottlieb
In 2009, the brand launched an 8-centimeter container called the Axe Bullet. The brand has also extended into other areas such as shower gel
s, aftershave
s, and cologne
s, skin care, shampoo
, and hairstyling product
s. Failed extensions include Underwear, Barbershop and razor
s.
Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick.
The 2009 frame has a mint scent.
The Lynx Shampoos come in three different sizes, the regular and most seen 12 fl oz size and the travel or sample size of 1.7 fl oz, 22oz bottles were introduced recently.
Lynx also ships a shower scrub tool called the Lynx Detailer.
{| class="wikitable"
|-
! Year
! Variant Name
! Description
! Notes
! Year of Discontinuation
|-
!1983
|Amber, or Ambre, or Sandal, or Magic Amber or Epice.
|Variant name is a description of fragrance.
|One of the first three variants that Lynx launched, first in France
. Discontinued
| Unknown
|-
!1983
|Musk, or Brave, or Moschus, or Wild Musk.
|Variant name is a description of fragrance.
|One of the first three variants that Lynx launched, first in France
. Available in Germany.
| Present
|-
!1983
|Spice or Agrest or Boise, or Blue Chypre or Fraiche.
|Variant name is a description of fragrance.
|One of the first three variants that Lynx launched, first in France
.
|- Unknown
|-
!1985
|Amber, Musk (Moschus in Germany
), Spice
|Variant name is a description of fragrance.
|In this year, these three variants were used to launch the brand in the UK. Musk is still available in Argentina
, Brazil
, France
, and Germany
| Possibly late 90s
|-
!1987
|Oriental or Orient or Dark Oriental
|Variant name is a description of fragrance.
|This was the first "new" variant that Lynx launched and started a strategy of a yearly new variants.. Discontinued
| Possibly late 90s
|-
!1989
|Marine
|Variant name is a description of fragrance.
|As of 2008, still available in the Netherlands
, Austria
, France, Belgium
, Spain
, Argentina, Brazil, and CENTCOM AAFES
stores that stock from Europe.
| Possibly late 90s
|-
!1990
|Tempest
|
|Discontinued
| Possibly late 90s
|-
!1991
|Mirage
|
|Discontinued
|Possibly late 90s
|-
!1992
|Nevada
|Variant named after the state in the United States
.
|Discontinued
| Possibly 2002
|-
!1993
|Java
|Variant named after the island
in Indonesia
.
|Discontinued
| Possibly 2002
|-
!1994
|Alaska
|Variant named after the state in the United States
. Known as Tempest in South America.
|Discontinued - still available in Germany
| Possibly 2002
|-
!1995
|Africa or African Amber or Native
|Variant named after the continent
.
|The most popular variant of Axe, marketed as Kilo in North America and Native in Brazil. Africa is the most popular variant in the UK and has been for 16 years.
|Present
|-
!1996
|Inca or Aztec
|A warm spicy fragrance named after the Inca civilization
.
|Discontinued
| 2002
|-
!1997
|Atlantis or Energy
|
| Still available in some countries
| 2004
|-
!1998
|Apollo
|
|Discontinued
| 2004
|-
!1998
|Eclypse
| Variant released only in South America.
|Discontinued
| 2004
|-
!1999
|Voodoo
|
|Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse
in 1999.
|Present
|-
!1999
|Hypnotic
|
|The commercial asked if you believe in hypnosis, which was the effect of this axe scent.
|2008
|-
!2000
|Phoenix
|
|Limited edition version released to cover the "Phoenix Legends" Dance Event in Ibiza
, Spain in 2000.
|Present
|-
!2000
|Adrenalin or Accelerate or Orion
|Not available as a shower gel.
|Still available in some countries.
|Present
|-
!2001
|Gravity
|
|The advertising featured a man falling to Earth
.
|Present
|-
!2002
|Dimension
|Also called Enygmata in some countries.
|
|Present
|-
!2002
|Apollo, Kilo, Phoenix, Tsunami or Maniac, Voodoo
|Axe launched in U.S.
|This is the line up that Axe launched with in U.S.
|n/a
|-
!2003
|Pulse
|A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible.
|Used the "Make Luv
" dance track which reached number 1 in UK. Still available in some countries.
|2008
|-
!2003
|Essence or Fusion
|A US variant
|Used TV advertising that showed two sides to a man's relationship with women, also called Fusion in some countries.
|Present
|-
!2003
|Conviction
|Join the world of conviction. Join the world of conquest. Because if you have conviction, no woman can say no. No woman who can turn her face. Because women like men safe. Unite to this world.
|Used TV advertising that showed many men who are successful with women. At the end of the advertising there are thousands of men holding Axe Conviction and singing in a choir by a statue of a man also holding Axe Conviction.
|Present
|-
!2004
|Denim
|
|Released In India
as shaving cream, deodorant and aftershave.
|2008
|-
!2004
|Touch
|A red blood color.
|The TV advert features women getting more and more turned on
|2008
|-
!2005
|Unlimited
|A light blue color.
|Mimics the Chinese
kung fu film Crouching Tiger, Hidden Dragon
.
|2007
|-
!2006
|Click or Clix
|Also called score in some countries.
|This variant is portrayed as making men so attractive to women they will need a clicker to keep score of the number of women who check them out. Uses Nick Lachey
in the advertising who is out-scored by a hotel worker who wears Clix. Axe gave away free clickers to promote the scent. The Lynx version uses Ben Affleck
in the advertising instead of Nick Lachey.
|Present
|-
!2007
|Vice
|Advertising implies that it will turn "nice girls naughty" thanks to the forbidden fruits in the fragrance. The Latin phrase virgo in flagrante delicto
is printed in mirrored text on the spray, body wash, and deodorant stick.
|Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a crime film. Still available in some countries.
|2010
|-
!2008
|Dark Temptation
|A chocolate
-smelling fragrance; advertising implies that because women like chocolate, they will find men who smell of chocolate irresistible
|Advertising features a man who turns into chocolate when he sprays himself with Axe. He then goes on to be eaten by a series of women.
|Present
|-
!2009
|Instinct
|The scent includes cardamom
, amber
, and atlas cedar
to produce a spicy scent of leather
.
|The advertising campaign features a caveman who sprays the fragrance on himself and becomes irresistible to women. The tag line is "No one can resist a man in leather."
|Present (UK: 2011)
|-
!2009
|Wild Spice
|Spice fragrance.
|Not available as a shower gel yet.
|Present
|-
!2010
|Twist (TWIƧT) or Shift
|Has a Citrus scent.
|Spelled with a backwards S.
|Present
|-
!2010
|Music Star(Music in United States
)
|Has a 'rock and roll' style fragrances.
|Black, white and red can with guitar motif. Also the logo is changed for this fragrance only.
|Present.
|-
!2011
|Provoke or Excite or Provocation
|The bottle is dark and violet with tribal tattoo
|Initially released in the Dark Temptation gift set, but now as a lone product.
|Present.
|-
!2011
|Attract or Anarchy
|Attract for him deodorant in a blue bottle
|Designed to attract women and cause chaos in the process.
|Present.
|-
{| class="wikitable"
|-
! Year
! Limited Edition Name
! Description
! Notes
! Year of Discontinuation
|-
!1998
|Systeme or Skin Systeme
| Limited edition fragrance that came out in South America.
|Rehydrating aftershave was released in the UK.
|2000
|-
!2000
|Millennium or Zero
| Limited edition for the start of the new millennium.
|Released in Austrailia and South America only.
|2001
|-
!2001
|White Label
|
|Released in conjunction with the Eurphoria White Label Music event, this limited edition variant was available in the UK for a short period of time.
|2002
|-
!2004(?)
|Relapse
|
| Comes in a blue and black can.
|2008
|-
!2005
|Ready
|Long lasting effect makes you always ready for "action", blue colored can. Same scent as "Air."
|Clearly states it's a very limited edition, came out with the willing scent.
|2008
|-
!2005
|Willing
|Long lasting effect makes you always willing for "adventure", green colored can.
|Clearly states it's a very limited edition, came out with the ready scent.
|2008
|-
!2006
|Air
|Light fresh fragrance. Same scent as "Ready."
|Available as a shower gel too. Still available in some stores.
|2009
|-
!2006
|Below 0 or Get Fresh or Blue Ice
|Cold and fresh fragrance.
|Advertising shows a girl kissing a boy and the mouth of the girl get freezed. Also available as a shower gel. Still available in some stores.
|2009
|-
!2006 (?)
|Silver Fusion
|Exclusive to Germany.
|A German variant, that came in an all silver can. A different fragrance to the American "Fusion" variant.
|2007
|-
!2007
|3
|A pack of two cans of Axe. One is called one, the other is called two. Both should be sprayed together to make a new smell.
|
|2009
|-
!2008
|Recovery or Recover or Anti-Hangover
|Citrus scent
|One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009.
|Present
|-
!2008
|Shock
|Ice mint scent
|One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009.
|Present (UK: 2011)
|-
!2009
|Fever or Hot Fever
|A fragrance infused with Brazilian hot mud and red dragon fruit extract.
|One of the three scents released by Axe under limited edition status. Comes in shower gel and body spray form. Released in U.S. in 2009.
|Present
|-
!2008
|DRY Sharp Focus
|An anti-perspirant, not available as deodorant body-spray. Only available as anti-perspirant body spray, deodorant stick, and roll-on. Fresh mint scent
.
|Advertising features a man that stays focused when he sprays himself with Axe. Is only available in DRY, not normal.
|Present
|-
!2008
|Jet
|Sweet and fresh fragrance. Not available as a shower gel. Still available in some stores and released for the first time in the UK in April 2011.
|In the advertising is shown fake flying company with very sexy stewardesses.
|2008 (UK: Present)
|-
!2008
|Day and Night
|An deodorant to use for the day, and the other for the night.
|Advertising says that one is suitable for everyday, the other is not. Night was released in the UK as a stand alone Limited Edition exclusively available in Asda. A shower gel was also available.
|2010 (UK: Night only: 2011)
|-
!2008
|Boost or Ignite
|Warm Guava Scent.
|Based on a shower gel.
|Present
|-
!2009
|Heat
|Warm Citrus Scent.
|Available in Shampoo only. This Limited Edition Shampoo + Conditioner came out with Freeze anti-itch shampoo. The scent seems to rival the Fever body wash and body spray line of products.
|Winter 2009
|-
!2009
|Proximity sub-label: Amber, Bergamot, and Vetiver
|Three scents under the Proximity name. Lighter, more sophisticated fragrances targeted at less juvenile men. Sold at a higher price than regular Axe range. Comes in body spray only.
|
|2010
|-
!2009?
|Lab
|Eau de Toilette
|The first original eau de toilette released in USA.
|2010?.
|-
!2009
|Summer
|Is a light variant, light and sweet lime fragrance.
|Limited Edition, called "Cool Summer" in Australia
|Fall/Autumn 2009
|-
!2009
|Music Star Guitar and Music Star Drums
|Available in South America
|Is a repackaging of the Mirage fragrance from the 90's.
Also available as a shower gel
Body Spray Dry Anti-perspirant and shower gel are sold exclusive to Tesco in the UK and Ireland as Musicstar.
|Present
|-
!2010
|Rise or Rise Up
|With Lime Extract
|Also available as a shower gel
|Present
|-
!|2010
|DRY+ Sensitive
|Anti-Perspirant designed for sensitive skin.
|Only available as an anti-perspirant and roll-on.
|Present
|-
!2010
|Play 2010
|Available in Argentina and Chile
|Many colors and PLAY2010 on the bottle.
|Present
|-
!2010
|ex_friends
|This limited edition bottle is green,with a bolt on the middle
|Available now in Central America.
|Present
|-
!2010
|Legend
|Limited Edition Australian variant
|Bottled in an all yellow bottle and used the famous Axe beach advertisement. Comes with a simply irresitable warning on the bottle.
|Present
|-
!2010
|Alpha
|Limited Edition alpha male variant
|Exclusively available in Boots stores in the United Kingdom. The shower gel is a re-released version of Transform
|2011
|-
!2010
|Cool Metal
|A silver metal inspired fragrance.
|Also available as a Shower Gel and a shampoo in Canada and United States of America.
|Present
|-
!2010
|Full Control
|Dry
|Available in Argentina and Chile initially but now released widely.
|Present
|-
!2011
|Googly
|Cricket Special Edition
|Launched in India during ICC Cricket World Cup 2011.
|Present
|-
!2011
|2012
|Limited Edition fragrance initially released in Mexico before a worldwide release.
|Backed with a mythical ark marketing ploy illustrating the predicted end of the world in 2012.
|Present
|-
!2011
|Absolute
|Dry
|An anti-perspirant available in South America.
|Present
|-
!2011
|Ciao
|Australian Limited Edition deodorant
|Only available in Coles Supermaket in Australia and features and Italian theme.
|2011
|-
!2011
|Sport Blast
|Designed to re-energise after sport
|Comes in an all blue bottle and released with a shower gel.
|2011
|}
|-
! Year
! Name
! Description
! Notes
! Year of Discontinuation
|-
!2002
|Shower Shake:Speed and Contact
|Shower gel that contained both a shower gel and a moisturiser
|
|Speed: Present
Contact: 2006
|-
!2004
|Recover or Anti-Hangover or After Hours
|Citrus Scent
|Also available as body spray.
|2010
|-
!2004
|Skin Contact:Sensitive, Hydrating, Purifying, Smoothing and Revitalizing
|Smooths Skin
|Sensitive is a newer version, with revitalizing being the newest.
|Present
|-
!2004
|Groove or Night Attack
|Guarana scent with light musk and power beads. Also known as Transform.
|
|Present (UK:2007)
|-
!2004
|Sunrise
|An orange shower gel designed to waken you up in the morning.
|
!2007
|-
!2005
|Re-Load
|A blue coloured shower gel.
|
|Present (UK:2007)
|-
!2006
|Boost or Ignite
|Warm Guava Scent
|A red coloured shower gel, also available as body spray.
|Present (UK:2010)
|-
!2006
|Thai Massage
|A shower gel described as containing Bali Sea Salt and Tigergrass|
|Present (UK: 2011)
|-
!2007
|Shock
|Icy Mint Scent
|
|Present
|-
!2008
|Snake Peel or Skin Resurrection
|A mix of cactus oil and desert minerals.
|
|Present (UK:2009)
|-
!2009
|Hot Fever or Fever
|A fragrance infused with Brazilian hot mud and red dragon fruit extract
| It was promoted largely at T4 on the beach on the 19th July 9 which had the guy from the advert dance on stage with his dancers. The advert has got the slogan "Muchas Maracas", Maracas and the shower gel were given away during T4 to promote. Released in U.S. in 2009.
|Present
|-
!2010
|Rise or Rise Up
|With Lime Extract
|Also available as deodorant.
|Present
|}
and sexism
. The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development."
On January 12, 2008 12 year old Daniel Hurley from Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space. Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries. In response to the possible safety concerns, the company created two ads, one against the use of Axe as an inhalant
, and the other warning of its flammability.
|-
!| Year
!| Name
!| Description
!| Notes
!| Year of Discontinuation
|-
!|2008
||Constrict or Clean & Control
||Shampoo that de-poofs your hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Dual or 2 in 1
||Shampoo and conditioner.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Intense or Deep Clean
||Removes product build-up and scrubs your hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Armor or Anti-Dandruff
||Removes dandruff from hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Primed or Just Clean
||Just shampoo.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Lure or Just Soft
||Just conditioner.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2009
||Freeze or Itch Relief
||Soothes the itch and gets rid of flakes.
| Part of the Lynx hair crisis relief products. This shampoo seems to follow the Shock line of products.
||Present
|-
!|2009
||Heat
||2 in 1 shampoo + conditioner. Warm citrus scent.
| Part of the Lynx hair crisis relief products. This shampoo has been marketed under Limited Edition status! This shampoo supposedly follows the Fever line of products.
||Winter 2009/Re-Released
|-
!|2010
||Zen
||Gets you calm and centered so you can focus on the day (or night) ahead.
||Part of a new set.
||Present
|-
!|2010
||Downpour
||Gives you a refreshing clean so you're ready for whatever lies ahead.
||Part of a new set.
||Present
|}
|-
!| Year
!| Name
!| Description
!| Notes
!| Year of Discontinuation
|-
!|2008
||Charged or Spiked-Up Look
||Spikes up your hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Laid Back or Shaggy Look
||Gives you an easy looking hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Whatever or Messy Look
||Gives you a messy look.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Refined or Clean-Cut Look
||Gives you a clean cut, polished looking hair.
||Part of the Axe hair crisis relief products.
| Present
|-
!|2009
||Sleek or Smooth & Sophisticated Look
||Provides extra shine and control so that you can get sophisticated hair.
| Part of the Lynx hair crisis relief products.
||Present
|-
!|2010
||Natural & Understated Look
||For a light hold and natural looking hair.
| Part of the Lynx hair crisis relief products.
||Present
|-
!2010
|Crew Cut & Buzzed Look
|A buzzed look that's soft and protected with SPF15.
| Part of the Lynx hair crisis relief products.
|Present
|}
Lynx (or Axe in the North America
North America
North America is a continent wholly within the Northern Hemisphere and almost wholly within the Western Hemisphere. It is also considered a northern subcontinent of the Americas...
, France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
and Eastern Europe
Eastern Europe
Eastern Europe is the eastern part of Europe. The term has widely disparate geopolitical, geographical, cultural and socioeconomic readings, which makes it highly context-dependent and even volatile, and there are "almost as many definitions of Eastern Europe as there are scholars of the region"...
) is a brand of male grooming products, owned by the British
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
/Dutch
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
company Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
and marketed towards young males.
History
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
in 1983 by Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
. It was inspired by another of Unilever's brands, Impulse
Impulse (body mist)
Impulse is a bodyspray manufactured by Fabergé which was part of Unilever, an Anglo-Dutch company based in Rotterdam, Netherlands, and London, United Kingdom...
.
Unilever were keen to capitalize on Lynx's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.
The European launch of the deodorant was followed by success in Latin America
Latin America
Latin America is a region of the Americas where Romance languages – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...
and moderate impact in Asia
Asia
Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
and Africa
Africa
Africa is the world's second largest and second most populous continent, after Asia. At about 30.2 million km² including adjacent islands, it covers 6% of the Earth's total surface area and 20.4% of the total land area...
. In the new millennium, the brand has launched with great success in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
and Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Lynx brand such as South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
's Ego brand.
Products
From its launch, the annual fragrance variant has played a key part in the success of the brand by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine, and Oriental.
From 1990 until 1996, geographic names for fragrances were used, such as Africa
Africa
Africa is the world's second largest and second most populous continent, after Asia. At about 30.2 million km² including adjacent islands, it covers 6% of the Earth's total surface area and 20.4% of the total land area...
, Alaska
Alaska
Alaska is the largest state in the United States by area. It is situated in the northwest extremity of the North American continent, with Canada to the east, the Arctic Ocean to the north, and the Pacific Ocean to the west and south, with Russia further west across the Bering Strait...
, Java
Java
Java is an island of Indonesia. With a population of 135 million , it is the world's most populous island, and one of the most densely populated regions in the world. It is home to 60% of Indonesia's population. The Indonesian capital city, Jakarta, is in west Java...
, Nevada
Nevada
Nevada is a state in the western, mountain west, and southwestern regions of the United States. With an area of and a population of about 2.7 million, it is the 7th-largest and 35th-most populous state. Over two-thirds of Nevada's people live in the Las Vegas metropolitan area, which contains its...
, and Inca. From 1996 to 2002, Lynx took inspiration from Calvin Klein
Calvin Klein
Calvin Richard Klein is an American fashion designer who launched the company that would later become Calvin Klein Inc. in 1968. In addition to clothing, Klein has also given his name to a range of perfumes, watches, and jewelry....
fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.. See an interview of Ann Gottlieb, in which she speaks about Axe fragrance development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-Professions-Ann-Gottlieb
In 2009, the brand launched an 8-centimeter container called the Axe Bullet. The brand has also extended into other areas such as shower gel
Shower gel
Shower gel or shower cream is the general term for a substance similar to liquid soap, which is used for cleaning yourself during a shower. Most commercial shower gels do not contain any saponified oil however, instead being products of petroleum...
s, aftershave
Aftershave
Aftershave describes a lotion, gel, balm, powder, or liquid used mainly by men after they have finished shaving. It may contain an antiseptic agent such as denatured alcohol or stearate citrate to prevent infection of cuts...
s, and cologne
Perfume
Perfume is a mixture of fragrant essential oils and/or aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces "a pleasant scent"...
s, skin care, shampoo
Shampoo
Shampoo is a hair care product used for the removal of oils, dirt, skin particles, dandruff, environmental pollutants and other contaminant particles that gradually build up in hair...
, and hairstyling product
Hairstyling product
Hairstyling products are used to change the texture or shape of the hair, or to hold it in place in a certain style. Applied properly, most styling products will not damage the hair apart from drying it out; most styling products contain alcohols, which can dissolve oils...
s. Failed extensions include Underwear, Barbershop and razor
Razor
A razor is a bladed tool primarily used in the removal of unwanted body hair through the act of shaving. Kinds of razors include straight razors, disposable razors and electric razors....
s.
Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick.
The 2009 frame has a mint scent.
The Lynx Shampoos come in three different sizes, the regular and most seen 12 fl oz size and the travel or sample size of 1.7 fl oz, 22oz bottles were introduced recently.
Lynx also ships a shower scrub tool called the Lynx Detailer.
List of Lynx deodorants
Lynx's list of yearly body-spray variants is as follows. Limited edition or short-lived variants are listed in a following table below.{| class="wikitable"
|-
! Year
! Variant Name
! Description
! Notes
! Year of Discontinuation
|-
!1983
|Amber, or Ambre, or Sandal, or Magic Amber or Epice.
|Variant name is a description of fragrance.
|One of the first three variants that Lynx launched, first in France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
. Discontinued
| Unknown
|-
!1983
|Musk, or Brave, or Moschus, or Wild Musk.
|Variant name is a description of fragrance.
|One of the first three variants that Lynx launched, first in France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
. Available in Germany.
| Present
|-
!1983
|Spice or Agrest or Boise, or Blue Chypre or Fraiche.
|Variant name is a description of fragrance.
|One of the first three variants that Lynx launched, first in France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
.
|- Unknown
|-
!1985
|Amber, Musk (Moschus in Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
), Spice
|Variant name is a description of fragrance.
|In this year, these three variants were used to launch the brand in the UK. Musk is still available in Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
, Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
, France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
, and Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
| Possibly late 90s
|-
!1987
|Oriental or Orient or Dark Oriental
|Variant name is a description of fragrance.
|This was the first "new" variant that Lynx launched and started a strategy of a yearly new variants.. Discontinued
| Possibly late 90s
|-
!1989
|Marine
|Variant name is a description of fragrance.
|As of 2008, still available in the Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
, Austria
Austria
Austria , officially the Republic of Austria , is a landlocked country of roughly 8.4 million people in Central Europe. It is bordered by the Czech Republic and Germany to the north, Slovakia and Hungary to the east, Slovenia and Italy to the south, and Switzerland and Liechtenstein to the...
, France, Belgium
Belgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
, Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
, Argentina, Brazil, and CENTCOM AAFES
Army and Air Force Exchange Service
The Exchange is an agency of the United States Department of Defense. Its dual missions are to provide quality merchandise and services of necessity and convenience to authorized customers at uniform low prices, and to generate reasonable earnings to supplement appropriated funds for the support...
stores that stock from Europe.
| Possibly late 90s
|-
!1990
|Tempest
|
|Discontinued
| Possibly late 90s
|-
!1991
|Mirage
|
|Discontinued
|Possibly late 90s
|-
!1992
|Nevada
|Variant named after the state in the United States
Nevada
Nevada is a state in the western, mountain west, and southwestern regions of the United States. With an area of and a population of about 2.7 million, it is the 7th-largest and 35th-most populous state. Over two-thirds of Nevada's people live in the Las Vegas metropolitan area, which contains its...
.
|Discontinued
| Possibly 2002
|-
!1993
|Java
|Variant named after the island
Java
Java is an island of Indonesia. With a population of 135 million , it is the world's most populous island, and one of the most densely populated regions in the world. It is home to 60% of Indonesia's population. The Indonesian capital city, Jakarta, is in west Java...
in Indonesia
Indonesia
Indonesia , officially the Republic of Indonesia , is a country in Southeast Asia and Oceania. Indonesia is an archipelago comprising approximately 13,000 islands. It has 33 provinces with over 238 million people, and is the world's fourth most populous country. Indonesia is a republic, with an...
.
|Discontinued
| Possibly 2002
|-
!1994
|Alaska
|Variant named after the state in the United States
Alaska
Alaska is the largest state in the United States by area. It is situated in the northwest extremity of the North American continent, with Canada to the east, the Arctic Ocean to the north, and the Pacific Ocean to the west and south, with Russia further west across the Bering Strait...
. Known as Tempest in South America.
|Discontinued - still available in Germany
| Possibly 2002
|-
!1995
|Africa or African Amber or Native
|Variant named after the continent
Africa
Africa is the world's second largest and second most populous continent, after Asia. At about 30.2 million km² including adjacent islands, it covers 6% of the Earth's total surface area and 20.4% of the total land area...
.
|The most popular variant of Axe, marketed as Kilo in North America and Native in Brazil. Africa is the most popular variant in the UK and has been for 16 years.
|Present
|-
!1996
|Inca or Aztec
|A warm spicy fragrance named after the Inca civilization
Inca civilization
The Andean civilizations made up a loose patchwork of different cultures that developed from the highlands of Colombia to the Atacama Desert. The Andean civilizations are mainly based on the cultures of Ancient Peru and some others such as Tiahuanaco. The Inca Empire was the last sovereign...
.
|Discontinued
| 2002
|-
!1997
|Atlantis or Energy
|
| Still available in some countries
| 2004
|-
!1998
|Apollo
|
|Discontinued
| 2004
|-
!1998
|Eclypse
| Variant released only in South America.
|Discontinued
| 2004
|-
!1999
|Voodoo
|
|Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse
Solar eclipse
As seen from the Earth, a solar eclipse occurs when the Moon passes between the Sun and the Earth, and the Moon fully or partially blocks the Sun as viewed from a location on Earth. This can happen only during a new moon, when the Sun and the Moon are in conjunction as seen from Earth. At least...
in 1999.
|Present
|-
!1999
|Hypnotic
|
|The commercial asked if you believe in hypnosis, which was the effect of this axe scent.
|2008
|-
!2000
|Phoenix
|
|Limited edition version released to cover the "Phoenix Legends" Dance Event in Ibiza
Ibiza
Ibiza or Eivissa is a Spanish island in the Mediterranean Sea 79 km off the coast of the city of Valencia in Spain. It is the third largest of the Balearic Islands, an autonomous community of Spain. With Formentera, it is one of the two Pine Islands or Pityuses. Its largest cities are Ibiza...
, Spain in 2000.
|Present
|-
!2000
|Adrenalin or Accelerate or Orion
|Not available as a shower gel.
|Still available in some countries.
|Present
|-
!2001
|Gravity
|
|The advertising featured a man falling to Earth
Earth
Earth is the third planet from the Sun, and the densest and fifth-largest of the eight planets in the Solar System. It is also the largest of the Solar System's four terrestrial planets...
.
|Present
|-
!2002
|Dimension
|Also called Enygmata in some countries.
|
|Present
|-
!2002
|Apollo, Kilo, Phoenix, Tsunami or Maniac, Voodoo
|Axe launched in U.S.
|This is the line up that Axe launched with in U.S.
|n/a
|-
!2003
|Pulse
|A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible.
|Used the "Make Luv
Make Luv
"Make Luv" is a song released as a single in 2003 by Room 5 featuring the sampled voice of Oliver Cheatham. It gained a #1 placing the UK Singles Chart on March 30, 2003, where it remained for 4 weeks. The single's title track was a remix of Cheatham's 1983 #38 hit, "Get Down Saturday Night". It...
" dance track which reached number 1 in UK. Still available in some countries.
|2008
|-
!2003
|Essence or Fusion
|A US variant
|Used TV advertising that showed two sides to a man's relationship with women, also called Fusion in some countries.
|Present
|-
!2003
|Conviction
|Join the world of conviction. Join the world of conquest. Because if you have conviction, no woman can say no. No woman who can turn her face. Because women like men safe. Unite to this world.
|Used TV advertising that showed many men who are successful with women. At the end of the advertising there are thousands of men holding Axe Conviction and singing in a choir by a statue of a man also holding Axe Conviction.
|Present
|-
!2004
|Denim
|
|Released In India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
as shaving cream, deodorant and aftershave.
|2008
|-
!2004
|Touch
|A red blood color.
|The TV advert features women getting more and more turned on
|2008
|-
!2005
|Unlimited
|A light blue color.
|Mimics the Chinese
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
kung fu film Crouching Tiger, Hidden Dragon
Crouching Tiger, Hidden Dragon
Crouching Tiger, Hidden Dragon is a 2000 wuxia film. An American-Chinese-Hong Kong-Taiwanese co-production, the film was directed by Ang Lee and featured an international cast of ethnic Chinese actors, including Chow Yun-Fat, Michelle Yeoh, Zhang Ziyi, and Chang Chen...
.
|2007
|-
!2006
|Click or Clix
|Also called score in some countries.
|This variant is portrayed as making men so attractive to women they will need a clicker to keep score of the number of women who check them out. Uses Nick Lachey
Nick Lachey
Nicholas Scott "Nick" Lachey is an American singer, songwriter, actor, producer and television personality. Lachey rose to fame as a member of the boy band 98 Degrees. He later starred in the reality television series Newlyweds: Nick and Jessica with his then-wife, Jessica Simpson. He has released...
in the advertising who is out-scored by a hotel worker who wears Clix. Axe gave away free clickers to promote the scent. The Lynx version uses Ben Affleck
Ben Affleck
Benjamin Géza Affleck-Boldt , better known as Ben Affleck, is an American actor, film director, writer, and producer. He became known with his performances in Kevin Smith's films such as Mallrats and Chasing Amy...
in the advertising instead of Nick Lachey.
|Present
|-
!2007
|Vice
|Advertising implies that it will turn "nice girls naughty" thanks to the forbidden fruits in the fragrance. The Latin phrase virgo in flagrante delicto
In flagrante delicto
In flagrante delicto or sometimes simply in flagrante is a legal term used to indicate that a criminal has been caught in the act of committing an offence...
is printed in mirrored text on the spray, body wash, and deodorant stick.
|Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a crime film. Still available in some countries.
|2010
|-
!2008
|Dark Temptation
|A chocolate
Chocolate
Chocolate is a raw or processed food produced from the seed of the tropical Theobroma cacao tree. Cacao has been cultivated for at least three millennia in Mexico, Central and South America. Its earliest documented use is around 1100 BC...
-smelling fragrance; advertising implies that because women like chocolate, they will find men who smell of chocolate irresistible
|Advertising features a man who turns into chocolate when he sprays himself with Axe. He then goes on to be eaten by a series of women.
|Present
|-
!2009
|Instinct
|The scent includes cardamom
Cardamom
Cardamom refers to several plants of the genera Elettaria and Amomum in the ginger family Zingiberaceae. Both genera are native to India and Bhutan; they are recognised by their small seed pod, triangular in cross-section and spindle-shaped, with a thin papery outer shell and small black seeds...
, amber
Amber
Amber is fossilized tree resin , which has been appreciated for its color and natural beauty since Neolithic times. Amber is used as an ingredient in perfumes, as a healing agent in folk medicine, and as jewelry. There are five classes of amber, defined on the basis of their chemical constituents...
, and atlas cedar
Atlas Cedar
Cedrus atlantica, the Atlas Cedar, is a cedar native to the Atlas Mountains of Algeria and Morocco . A majority of the modern sources treat it as a distinct species Cedrus atlantica, but some sources consider it a subspecies of Lebanon Cedar Cedrus atlantica, the Atlas Cedar, is a cedar native to...
to produce a spicy scent of leather
Leather
Leather is a durable and flexible material created via the tanning of putrescible animal rawhide and skin, primarily cattlehide. It can be produced through different manufacturing processes, ranging from cottage industry to heavy industry.-Forms:...
.
|The advertising campaign features a caveman who sprays the fragrance on himself and becomes irresistible to women. The tag line is "No one can resist a man in leather."
|Present (UK: 2011)
|-
!2009
|Wild Spice
|Spice fragrance.
|Not available as a shower gel yet.
|Present
|-
!2010
|Twist (TWIƧT) or Shift
|Has a Citrus scent.
|Spelled with a backwards S.
|Present
|-
!2010
|Music Star(Music in United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
)
|Has a 'rock and roll' style fragrances.
|Black, white and red can with guitar motif. Also the logo is changed for this fragrance only.
|Present.
|-
!2011
|Provoke or Excite or Provocation
|The bottle is dark and violet with tribal tattoo
|Initially released in the Dark Temptation gift set, but now as a lone product.
|Present.
|-
!2011
|Attract or Anarchy
|Attract for him deodorant in a blue bottle
|Designed to attract women and cause chaos in the process.
|Present.
|-
Lynx Limited Edition chronology
Lynx also launches limited edition variants from time to time that may be on sale for a few months or over a year.{| class="wikitable"
|-
! Year
! Limited Edition Name
! Description
! Notes
! Year of Discontinuation
|-
!1998
|Systeme or Skin Systeme
| Limited edition fragrance that came out in South America.
|Rehydrating aftershave was released in the UK.
|2000
|-
!2000
|Millennium or Zero
| Limited edition for the start of the new millennium.
|Released in Austrailia and South America only.
|2001
|-
!2001
|White Label
|
|Released in conjunction with the Eurphoria White Label Music event, this limited edition variant was available in the UK for a short period of time.
|2002
|-
!2004(?)
|Relapse
|
| Comes in a blue and black can.
|2008
|-
!2005
|Ready
|Long lasting effect makes you always ready for "action", blue colored can. Same scent as "Air."
|Clearly states it's a very limited edition, came out with the willing scent.
|2008
|-
!2005
|Willing
|Long lasting effect makes you always willing for "adventure", green colored can.
|Clearly states it's a very limited edition, came out with the ready scent.
|2008
|-
!2006
|Air
|Light fresh fragrance. Same scent as "Ready."
|Available as a shower gel too. Still available in some stores.
|2009
|-
!2006
|Below 0 or Get Fresh or Blue Ice
|Cold and fresh fragrance.
|Advertising shows a girl kissing a boy and the mouth of the girl get freezed. Also available as a shower gel. Still available in some stores.
|2009
|-
!2006 (?)
|Silver Fusion
|Exclusive to Germany.
|A German variant, that came in an all silver can. A different fragrance to the American "Fusion" variant.
|2007
|-
!2007
|3
|A pack of two cans of Axe. One is called one, the other is called two. Both should be sprayed together to make a new smell.
|
|2009
|-
!2008
|Recovery or Recover or Anti-Hangover
|Citrus scent
Citrus
Citrus is a common term and genus of flowering plants in the rue family, Rutaceae. Citrus is believed to have originated in the part of Southeast Asia bordered by Northeastern India, Myanmar and the Yunnan province of China...
|One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009.
|Present
|-
!2008
|Shock
|Ice mint scent
Mentha
Mentha is a genus of flowering plants in the family Lamiaceae . The species are not clearly distinct and estimates of the number of species varies from 13 to 18. Hybridization between some of the species occurs naturally...
|One of the three scents released by Axe under limited edition status. Based on a shower gel and comes in shower gel and body spray form. Released in U.S. in 2009.
|Present (UK: 2011)
|-
!2009
|Fever or Hot Fever
|A fragrance infused with Brazilian hot mud and red dragon fruit extract.
|One of the three scents released by Axe under limited edition status. Comes in shower gel and body spray form. Released in U.S. in 2009.
|Present
|-
!2008
|DRY Sharp Focus
|An anti-perspirant, not available as deodorant body-spray. Only available as anti-perspirant body spray, deodorant stick, and roll-on. Fresh mint scent
Mentha
Mentha is a genus of flowering plants in the family Lamiaceae . The species are not clearly distinct and estimates of the number of species varies from 13 to 18. Hybridization between some of the species occurs naturally...
.
|Advertising features a man that stays focused when he sprays himself with Axe. Is only available in DRY, not normal.
|Present
|-
!2008
|Jet
|Sweet and fresh fragrance. Not available as a shower gel. Still available in some stores and released for the first time in the UK in April 2011.
|In the advertising is shown fake flying company with very sexy stewardesses.
|2008 (UK: Present)
|-
!2008
|Day and Night
|An deodorant to use for the day, and the other for the night.
|Advertising says that one is suitable for everyday, the other is not. Night was released in the UK as a stand alone Limited Edition exclusively available in Asda. A shower gel was also available.
|2010 (UK: Night only: 2011)
|-
!2008
|Boost or Ignite
|Warm Guava Scent.
|Based on a shower gel.
|Present
|-
!2009
|Heat
|Warm Citrus Scent.
|Available in Shampoo only. This Limited Edition Shampoo + Conditioner came out with Freeze anti-itch shampoo. The scent seems to rival the Fever body wash and body spray line of products.
|Winter 2009
|-
!2009
|Proximity sub-label: Amber, Bergamot, and Vetiver
|Three scents under the Proximity name. Lighter, more sophisticated fragrances targeted at less juvenile men. Sold at a higher price than regular Axe range. Comes in body spray only.
|
|2010
|-
!2009?
|Lab
|Eau de Toilette
|The first original eau de toilette released in USA.
|2010?.
|-
!2009
|Summer
|Is a light variant, light and sweet lime fragrance.
|Limited Edition, called "Cool Summer" in Australia
|Fall/Autumn 2009
|-
!2009
|Music Star Guitar and Music Star Drums
|Available in South America
|Is a repackaging of the Mirage fragrance from the 90's.
Also available as a shower gel
Body Spray Dry Anti-perspirant and shower gel are sold exclusive to Tesco in the UK and Ireland as Musicstar.
|Present
|-
!2010
|Rise or Rise Up
|With Lime Extract
|Also available as a shower gel
|Present
|-
!|2010
|DRY+ Sensitive
|Anti-Perspirant designed for sensitive skin.
|Only available as an anti-perspirant and roll-on.
|Present
|-
!2010
|Play 2010
|Available in Argentina and Chile
|Many colors and PLAY2010 on the bottle.
|Present
|-
!2010
|ex_friends
|This limited edition bottle is green,with a bolt on the middle
|Available now in Central America.
|Present
|-
!2010
|Legend
|Limited Edition Australian variant
|Bottled in an all yellow bottle and used the famous Axe beach advertisement. Comes with a simply irresitable warning on the bottle.
|Present
|-
!2010
|Alpha
|Limited Edition alpha male variant
|Exclusively available in Boots stores in the United Kingdom. The shower gel is a re-released version of Transform
|2011
|-
!2010
|Cool Metal
|A silver metal inspired fragrance.
|Also available as a Shower Gel and a shampoo in Canada and United States of America.
|Present
|-
!2010
|Full Control
|Dry
|Available in Argentina and Chile initially but now released widely.
|Present
|-
!2011
|Googly
|Cricket Special Edition
|Launched in India during ICC Cricket World Cup 2011.
|Present
|-
!2011
|2012
|Limited Edition fragrance initially released in Mexico before a worldwide release.
|Backed with a mythical ark marketing ploy illustrating the predicted end of the world in 2012.
|Present
|-
!2011
|Absolute
|Dry
|An anti-perspirant available in South America.
|Present
|-
!2011
|Ciao
|Australian Limited Edition deodorant
|Only available in Coles Supermaket in Australia and features and Italian theme.
|2011
|-
!2011
|Sport Blast
|Designed to re-energise after sport
|Comes in an all blue bottle and released with a shower gel.
|2011
|}
Lynx Shower Gels
{| class="wikitable"|-
! Year
! Name
! Description
! Notes
! Year of Discontinuation
|-
!2002
|Shower Shake:Speed and Contact
|Shower gel that contained both a shower gel and a moisturiser
|
|Speed: Present
Contact: 2006
|-
!2004
|Recover or Anti-Hangover or After Hours
|Citrus Scent
|Also available as body spray.
|2010
|-
!2004
|Skin Contact:Sensitive, Hydrating, Purifying, Smoothing and Revitalizing
|Smooths Skin
|Sensitive is a newer version, with revitalizing being the newest.
|Present
|-
!2004
|Groove or Night Attack
|Guarana scent with light musk and power beads. Also known as Transform.
|
|Present (UK:2007)
|-
!2004
|Sunrise
|An orange shower gel designed to waken you up in the morning.
|
!2007
|-
!2005
|Re-Load
|A blue coloured shower gel.
|
|Present (UK:2007)
|-
!2006
|Boost or Ignite
|Warm Guava Scent
|A red coloured shower gel, also available as body spray.
|Present (UK:2010)
|-
!2006
|Thai Massage
|A shower gel described as containing Bali Sea Salt and Tigergrass|
|Present (UK: 2011)
|-
!2007
|Shock
|Icy Mint Scent
|
|Present
|-
!2008
|Snake Peel or Skin Resurrection
|A mix of cactus oil and desert minerals.
|
|Present (UK:2009)
|-
!2009
|Hot Fever or Fever
|A fragrance infused with Brazilian hot mud and red dragon fruit extract
| It was promoted largely at T4 on the beach on the 19th July 9 which had the guy from the advert dance on stage with his dancers. The advert has got the slogan "Muchas Maracas", Maracas and the shower gel were given away during T4 to promote. Released in U.S. in 2009.
|Present
|-
!2010
|Rise or Rise Up
|With Lime Extract
|Also available as deodorant.
|Present
|}
Marketing
From 2003, Lynx advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix, and in 2007, Vice was marketed on a theme of making "nice" women become "naughty".PR controversies
Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuityPromiscuity
In humans, promiscuity refers to less discriminating casual sex with many sexual partners. The term carries a moral or religious judgement and is viewed in the context of the mainstream social ideal for sexual activity to take place within exclusive committed relationships...
and sexism
Sexism
Sexism, also known as gender discrimination or sex discrimination, is the application of the belief or attitude that there are characteristics implicit to one's gender that indirectly affect one's abilities in unrelated areas...
. The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development."
On January 12, 2008 12 year old Daniel Hurley from Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space. Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries. In response to the possible safety concerns, the company created two ads, one against the use of Axe as an inhalant
Inhalant
Inhalants are a broad range of drugs whose volatile vapors are taken in via the nose and trachea. They are taken by volatilization, and do not include drugs that are inhaled after burning or heating...
, and the other warning of its flammability.
Lynx Shampoos
{| class="wikitable"|-
!| Year
!| Name
!| Description
!| Notes
!| Year of Discontinuation
|-
!|2008
||Constrict or Clean & Control
||Shampoo that de-poofs your hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Dual or 2 in 1
||Shampoo and conditioner.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Intense or Deep Clean
||Removes product build-up and scrubs your hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Armor or Anti-Dandruff
||Removes dandruff from hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Primed or Just Clean
||Just shampoo.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Lure or Just Soft
||Just conditioner.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2009
||Freeze or Itch Relief
||Soothes the itch and gets rid of flakes.
| Part of the Lynx hair crisis relief products. This shampoo seems to follow the Shock line of products.
||Present
|-
!|2009
||Heat
||2 in 1 shampoo + conditioner. Warm citrus scent.
| Part of the Lynx hair crisis relief products. This shampoo has been marketed under Limited Edition status! This shampoo supposedly follows the Fever line of products.
||Winter 2009/Re-Released
|-
!|2010
||Zen
||Gets you calm and centered so you can focus on the day (or night) ahead.
||Part of a new set.
||Present
|-
!|2010
||Downpour
||Gives you a refreshing clean so you're ready for whatever lies ahead.
||Part of a new set.
||Present
|}
Lynx Hair Stylers
{| class="wikitable"|-
!| Year
!| Name
!| Description
!| Notes
!| Year of Discontinuation
|-
!|2008
||Charged or Spiked-Up Look
||Spikes up your hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Laid Back or Shaggy Look
||Gives you an easy looking hair.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Whatever or Messy Look
||Gives you a messy look.
||Part of the Lynx hair crisis relief products.
| Present
|-
!|2008
||Refined or Clean-Cut Look
||Gives you a clean cut, polished looking hair.
||Part of the Axe hair crisis relief products.
| Present
|-
!|2009
||Sleek or Smooth & Sophisticated Look
||Provides extra shine and control so that you can get sophisticated hair.
| Part of the Lynx hair crisis relief products.
||Present
|-
!|2010
||Natural & Understated Look
||For a light hold and natural looking hair.
| Part of the Lynx hair crisis relief products.
||Present
|-
!2010
|Crew Cut & Buzzed Look
|A buzzed look that's soft and protected with SPF15.
| Part of the Lynx hair crisis relief products.
|Present
|}