Axe®

From the beginning, we didn’t want to act like a typical male grooming brand. Our unique approach is in being a guy’s ally in the mating game. By helping him look, smell and feel his best to help him get the girl. Our vision is that we are our guy’s wingman.

History:

The AXE brand was first launched in France back in 1983. After success in Europe, Latin America and other parts of the world, AXE was introduced in the U.S. in 2002.

With the launch of AXE, we created the deodorant bodyspray category and shook up the largely mundane men’s grooming category. After immediate success with our bodysprays, AXE launched a line of anti-perspirant and deodorant sticks in 2004. We then expanded into shower gels in 2005 and most recently introduced a line of hair care products for guys in 2009.

Today, AXE is the global leader in men’s grooming. In the U.S., we are proud to say that we recently passed Old Spice as the #1 male grooming brand, exclusive of razors, which AXE doesn’t offer. We’ve had double digit overall growth for AXE versus a year ago and we’re growing faster than our two biggest competitors in the U.S.

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