Helping men look, feel and smell their most attractive and celebrating their individuality.
Empowerment, individuality, authenticity.
Bold, fun, humorous, masculine, inclusive, provocative.
“Find your magic”
1. “Fresh As Fr*sh” (2022)
2. “You’re Hotter When You’re Chill” (2019)
3. “Find Your Magic” (2016)
4. “Men In Progress | Boys Don’t Cry” (2017)
5. “Make Love. Not War.” (2014)
6. “Axe-Lynx Getting Dressed” (2004)
“For over 34 years, we’ve helped guys look, feel and smell their most attractive. Men across the globe in over 90 countries reach for Axe – also known as Lynx in the UK, Ireland, Australia and China – to start their day.
We know that what matters to them has evolved. We know that the rules of attraction are changing and that it is about connection, not conquest.
We also know that being a guy is more complex than ever: there is more freedom, fewer rules and a whole world of possibilities.
There is also more pressure than ever: to fit in and to stand out – and much of it gravitates around attraction.
We know from years of research that what makes a guy attractive is… himself. His strengths, his weaknesses, his individuality and most of all how he expresses it.
But despite that, many guys don’t feel comfortable being themselves. Because they’re afraid of what people will say. Afraid that what’s unique about them isn’t considered attractive or acceptable.
We want to change that.
We say “be yourself”.
Our research among over 3,500 guys in ten countries shows that almost half are afraid of looking different for fear of being judged and labelled. That’s why we’re on a mission to awaken guys to the limiting labels that hold them back – and to destroy them.
On top of this, nine out of ten women find guys more attractive when they’re being themselves. Only 20% find stereotypically ‘manly’ guys more attractive. In fact, 57% would rather go out with a guy who is ‘unique and different’ than a guy who is traditionally ‘manly’.
These findings will help us to liberate guys from the pressure to conform and help broaden the definition of masculinity.
We want guys to be their own man. On their own terms. Without pressure from anyone else.
No right. No wrong. No labels.”
Before conceptualizing Lynx’s original positioning, Unilever did a segmentation of the male target audience, by dividing them into six groups based on their attitude towards women. The segments were called: “The Predator”, “Natural Talent”, “Marriage Material”, “Always the Friend”, “The Insecure Novice” and “The Enthusiastic Novice”. “The Insecure Novice” was chosen as Lynx’s core target.
1. Ad Age on the “Don’t Overthink It” campaign
J. Neff, “Axe Veers From The Cerebral And Advises Guys ‘Don’t Overthink It’ In New Campaign From Mullenlowe”, Ad Age, Mar 2020,
2. Campaign’s case study on Axe
N. Kemp, “How Axe Redefined Masculinity”, Campaign, Apr 2017,
3. The new Axe positioning explained
E. Williams, “Axe Ditches ‘The Axe Effect’ And Grows Up”, Creative Review, Jan 2016,
4. Business Insider on Axe’s original target audience segmentation
K. Bhasin, “How Axe Became The Top-Selling Deodorant By Targeting Nerdy Losers”, Business Insider, Oct 2011,
http://www.lynxformen.com/, www.axe.com, https://www.unilever.co.uk, https://www.unilever.com, https://www.facebook.com/lynxformen/, https://www.facebook.com/Axe/, https://twitter.com/lynx, https://twitter.com/axe, https://en.wikipedia.org/wiki/Axe_(brand), https://www.instagram.com/lynx/, https://www.instagram.com/axe/, http://axe.tumblr.com/, https://www.youtube.com/user/AXE, https://www.youtube.com/user/thelynxeffect