Ax (brand)

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AX logo

AX or LYNX has been a brand for cosmetic products of the Unilever Group since 1983 . The brand has been on the market in Central Europe since 1985.

In America, South Asia and most of Europe, the products are sold under the name AX . The LYNX brand is used in Australia, New Zealand, Ireland and the United Kingdom . Ax comes in a variety of fragrances, with 13 available in the US market in 2005 and 15 in the rest of the world. In addition to deodorants for men, aftershave and shower gel are also sold under this label. Since the beginning of 2012, Ax has also been offering styling products ( hair gel, etc.) and a product line for women.

marketing

For a long time, the motto of the brand was “AX is and makes you sexy”. The AX or LYNX advertising promises men increased popularity with women (“The Ax Effect”) and the guarantee of 24-hour security against sweat and odor.

However, this motto was changed to “Find your magic” in the USA, which resulted in a complete change of image for the brand.

On the shower gel bottles there is a kind of "instruction manual" consisting of two pictograms. The first pictogram shows a man who rubs shower gel on himself. The second shows the same man surrounded by women. Underneath is the note “Unlimited Female Attention” (as of 2011).

The Ax brand's advertising campaigns have been criticized for being sexist because of the often superficial and instrumentalizing portrayal of women .

In the spring of 2008, Ax launched with the fictional rap musician Dr. Stay Dry and the song Don't Sweat That (The Whistle Song) launched a viral advertising campaign that enabled the brand to broadcast airtime on music channels such as VIVA and MTV .

gallery

  • Product range (2010)

Individual evidence

  1. ↑ Trademark register
  2. ↑ Unilever product page ( Memento from June 12, 2011 in the Internet Archive ) accessed on March 10, 2011
  3. ↑ American product page. Retrieved June 9, 2016 .
  4. ↑ Alexandra Friedmann: Sexist deodorant advertising: Virtual groping. In: the daily newspaper . May 21, 2010, accessed September 30, 2012 .
  5. ↑ Mark Sweney: Lynx's Lucy Pinder ads banned by ASA. In: The Guardian . November 23, 2011, accessed September 30, 2012 .
  6. ↑ werbeblogger.de: Dr. Stay Dry is a fake rapper for Ax / Unilever ( memento from April 20, 2009 in the Internet Archive ) from March 28, 2008.

Web links