Archived from the original on 6 April 2012.
"Teen burned in popular body spray stunt". Archived from the original on 12 March 2009.
Videos on social networking sites depicted teens setting themselves on fire. 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. On 12 January 2008 12-year-old Daniel Hurley from Derbyshire, England, died in a hospital five days after collapsing at his home. 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." The social media profile also proclaim that their "tweets are banger".Īdverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism. Their Twitter handle is also active in marketing Axe's various products and campaigns. This was followed by Touch, Unlimited, Clix, and in 2007, Vice, which was marketed on a theme of making "nice" women become "naughty". This fed into development of the brand globally, resulting in award-winning global communication campaigns. Vince Wong, CEO of Insights Interactive, was hired to help explore cross cultural behavioral motivations of their young male adult consumers. In 2003, the advertising in the UK for the Pulse fragrance showed how it supposedly gave "geeky" men the confidence to woo women with dance. Marketing įrom the 1990s, Axe advertisements portrayed various ways the products supposedly helped men attract women. Īxe also launches limited edition variants from time to time that may be on sale for a few months or over a year. Axe also ships a shower scrub tool called the Axe Detailer. The Axe Shampoos come in three different sizes, regular size, travel or sample size of and XL bottles. Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick and an aftershave lotion. The brand has also extended into other areas. In 2009, the brand launched an eight-centimetre container called the Axe Bullet. From 1990 until 1996, geographic names for fragrances were used. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Oriental, and Marine. In addition, some countries (such as South Africa) introduced the brand as EGO. Unilever introduced many products in the range, but were forced to use the name Lynx in the United Kingdom, Ireland, Australia, and New Zealand due to trademark issues with the Axe name. It was inspired by another of Unilever's brands, Impulse. Axe was launched in France in 1983 by Unilever.
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