Lynx (grooming product)

Lynx

Type	Men's grooming products
Owner	Unilever
Country	France
Introduced	1983
Related brands	Dove
Markets	World
Website	http://www.theaxeeffect.com/ http://www.lynxeffect.com/

Lynx (or Axe in the North America and France) is a brand of male grooming products, owned by the British/Dutch company Unilever and marketed towards young males.

History

Lynx Africa deodorant body spray and shower gel

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.^[1]

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.^{[citation needed]}

Products

Line of Axe products

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.^{[citation needed]}

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.^{[citation needed]}. 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.^[2] The brand has also extended into other areas such as shower gels, aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Underwear, Barbershop^[3] and razors.

Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick.^{[citation needed]}

The 2009 frame has a mint scent.^{[citation needed]}

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.

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.^{[citation needed]}

Year	Variant Name	Description	Notes	Year of Discontinuation
1983	Amber,[4] or Ambre, or Sandal,[5] 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,[6] or Brave,[5] 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[7] or Agrest or Boise,[5] or Blue Chypre or Fraiche.	Variant name is a description of fragrance.	One of the first three variants that Lynx launched, first in France.
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.[1] Musk is still available in Argentina, Brazil, France, and Germany	Possibly late 90s
1987	Oriental[8] 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.[citation needed]. Discontinued	Possibly late 90s
1989	Marine[9]	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 [10]		Discontinued	Possibly late 90s
1991	Mirage [11]		Discontinued	Possibly late 90s
1992	Nevada [12]	Variant named after the state in the United States.	Discontinued	Possibly 2002
1993	Java [13]	Variant named after the island in Indonesia.	Discontinued	Possibly 2002
1994	Alaska [14]	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 [15]	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 [16]	A warm spicy fragrance named after the Inca civilization.	Discontinued	2002
1997	Atlantis or Energy [17]		Still available in some countries	2004
1998	Apollo[18]		Discontinued	2004
1998	Eclypse	Variant released only in South America.	Discontinued	2004
1999	Voodoo[19]		Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse in 1999.	Present
1999	Hypnotic[20]		The commercial asked if you believe in hypnosis, which was the effect of this axe scent.	2008
2000	Phoenix[21]		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[22]		The advertising featured a man falling to Earth.	Present
2002	Dimension[23]	Also called Enygmata in some countries.		Present
2002	Apollo, Kilo, Phoenix, Tsunami or Maniac, Voodoo	Axe launched in U.S.[1]	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[24]	2008
2005	Unlimited	A light blue color.	Mimics the Chinese kung fu film Crouching Tiger, Hidden Dragon.[25]	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.[26]	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.[27]	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."[28]	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.
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.[citation needed]		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[citation needed]	With Lime Extract	Also available as a shower gel	Present
2010	DRY+ Sensitive[citation needed]	Anti-Perspirant designed for sensitive skin.	Only available as an anti-perspirant and roll-on.	Present
2010	Play 2010[citation needed]	Available in Argentina and Chile	Many colors and PLAY2010 on the bottle.	Present
2010	ex_friends[citation needed]	This limited edition bottle is green,with a bolt on the middle	Available now in Central America.	Present
2010	Legend[citation needed]	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[citation needed]	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[citation needed]	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[citation needed]	Dry	Available in Argentina and Chile initially but now released widely.	Present
2011	Googly[citation needed]	Cricket Special Edition	Launched in India during ICC Cricket World Cup 2011.	Present
2011	2012[citation needed]	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[citation needed]	Dry	An anti-perspirant available in South America.	Present
2011	Ciao[citation needed]	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

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		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[citation needed]	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,^[25] Clix,^[26] and in 2007, Vice^[26] 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 promiscuity and sexism.^[29] 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."^[30]

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.^[31][32] Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries.^[33] In response to the possible safety concerns,^{[citation needed]} the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.^[34]

Lynx Shampoos

Year	Name	Description	Notes	Year of Discontinuation
2008	Constrict or Clean & Control[35]	Shampoo that de-poofs your hair.	Part of the Lynx hair crisis relief products.	Present
2008	Dual or 2 in 1[35]	Shampoo and conditioner.	Part of the Lynx hair crisis relief products.	Present
2008	Intense or Deep Clean[35]	Removes product build-up and scrubs your hair.	Part of the Lynx hair crisis relief products.	Present
2008	Armor or Anti-Dandruff[35]	Removes dandruff from hair.	Part of the Lynx hair crisis relief products.	Present
2008	Primed or Just Clean[35]	Just shampoo.	Part of the Lynx hair crisis relief products.	Present
2008	Lure or Just Soft[35]	Just conditioner.	Part of the Lynx hair crisis relief products.	Present
2009	Freeze or Itch Relief[36]	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[citation needed]	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[37]	Gets you calm and centered so you can focus on the day (or night) ahead.	Part of a new set.	Present
2010	Downpour[38]	Gives you a refreshing clean so you're ready for whatever lies ahead.	Part of a new set.	Present

Lynx Hair Stylers

Year	Name	Description	Notes	Year of Discontinuation
2008	Charged or Spiked-Up Look[35]	Spikes up your hair.	Part of the Lynx hair crisis relief products.	Present
2008	Laid Back or Shaggy Look[35]	Gives you an easy looking hair.	Part of the Lynx hair crisis relief products.	Present
2008	Whatever or Messy Look[35]	Gives you a messy look.	Part of the Lynx hair crisis relief products.	Present
2008	Refined or Clean-Cut Look[35]	Gives you a clean cut, polished looking hair.	Part of the Axe hair crisis relief products.	Present
2009	Sleek or Smooth & Sophisticated Look[39]	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

References

1. ^ ^{a b c} "Children Of The Web". Businessweek.com. 2007-07-02. http://www.businessweek.com/magazine/content/07_27/b4041401.htm. Retrieved 2009-05-09. 
2. ^ "Lynx unveils pocket-sized aerosol | Packs and Closures". packagingnews.co.uk. 2008-12-11. http://www.packagingnews.co.uk/packsclosures/news/869028/Lynx-unveils-pocket-sized-aerosol/. Retrieved 2009-05-09. 
3. ^ Haig, Matt (2003). Brand Failures. Kogan Page. p. 111. ISBN 0749439270. http://books.google.co.uk/books?id=S3mBjtBR-3wC&pg=PA111&lpg=PA111&dq=lynx+barbershop&source=web&ots=w9T8Bet5Iw&sig=R9OJrmIm1vaw2qPvYUZIHSncgxE&hl=en&sa=X&oi=book_result&resnum=1&ct=result. Retrieved 2009-04-02. 
4. ^ "Axe Amber / Lynx Amber by Axe / Lynx (1983)". Basenotes.net. http://www.basenotes.net/ID26125747.html. Retrieved 2009-05-09. 
5. ^ ^{a b c} "Axe Deodorants Divers 1987" (JPG). http://i240.photobucket.com/albums/ff174/ines_zaikova/COLLECTION%20%20under%20construction/GLOSSY%20PAGES%20A/AXE/AxeDodorantsDivers1987enesp.jpg. 
6. ^ "Axe Musk / Lynx Musk by Axe / Lynx (1983)". Basenotes.net. http://www.basenotes.net/ID26125748.html. Retrieved 2009-05-09. 
7. ^ "Axe Spice / Lynx Spice by Axe / Lynx (1983)". Basenotes.net. http://www.basenotes.net/ID26125749.html. Retrieved 2009-05-09. 
8. ^ "Lynx Orient / Axe Orient by Axe / Lynx (1987)". Basenotes.net. http://www.basenotes.net/ID26121030.html. Retrieved 2009-05-09. 
9. ^ "Axe Marine / Lynx Marine by Axe / Lynx (1989)". Basenotes.net. 2007-12-08. http://www.basenotes.net/ID26121028.html. Retrieved 2009-05-09. 
10. ^ "Axe Tempest by Axe / Lynx (1990)". Basenotes.net. http://www.basenotes.net/ID26130537.html. Retrieved 2010-01-27. 
11. ^ "Axe Mirage / Lynx Mirage by Axe / Lynx". Basenotes.net. http://www.basenotes.net/ID26121029.html. Retrieved 2010-01-27. 
12. ^ "Axe Nevada / Lynx Nevada by Axe / Lynx (1992)". Basenotes.net. http://www.basenotes.net/ID26130538.html. Retrieved 2010-01-27. 
13. ^ "Axe Java / Lynx Java by Axe / Lynx". Basenotes.net. 2009-06-13. http://www.basenotes.net/ID26121027.html. Retrieved 2010-01-27. 
14. ^ "Axe Alaska / Lynx Alaska by Axe / Lynx (1994)". Basenotes.net. http://www.basenotes.net/ID26130539.html. Retrieved 2010-01-27. 
15. ^ "Axe Africa / Lynx Africa by Axe / Lynx (1995)". Basenotes.net. http://www.basenotes.net/ID26121021.html. Retrieved 2010-01-27. 
16. ^ "Axe Inca / Lynx Inca by Axe / Lynx". Basenotes.net. http://www.basenotes.net/ID26121026.html. Retrieved 2010-01-27. 
17. ^ "Axe Atlantis / Lynx Atlantis by Axe / Lynx". Basenotes.net. 2009-06-13. http://www.basenotes.net/ID26121023.html. Retrieved 2010-01-27. 
18. ^ "Axe Apollo / Lynx Apollo by Axe / Lynx". Basenotes.net. http://www.basenotes.net/ID26121022.html. Retrieved 2009-05-09. 
19. ^ "Axe Voodoo / Lynx Voodoo by Axe / Lynx (1999)". Basenotes.net. http://www.basenotes.net/ID26121032.html. Retrieved 2009-05-09. 
20. ^ "GATEWAY". http://mundodasmarcas.blogspot.com/2006_05_01_mundodasmarcas_archive.html. 
21. ^ "Axe Phoenix / Lynx Phoenix by Axe / Lynx (2000)". Basenotes.net. http://www.basenotes.net/ID26121031.html. Retrieved 2009-05-09. 
22. ^ "Axe Gravity / Lynx Gravity by Axe / Lynx (2001)". Basenotes.net. http://www.basenotes.net/ID26121025.html. Retrieved 2009-05-09. 
23. ^ "Lynx Dimension by Axe / Lynx (2002)". Basenotes.net. 2006-10-16. http://www.basenotes.net/ID26121900.html. Retrieved 2009-05-09. 
24. ^ Axe Touch^{[dead link]}
25. ^ ^{a b} "New Lynx fragrance set to deliver 'Unlimited' sales". Unilever.co.uk. http://www.unilever.co.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.asp. Retrieved 2009-05-09. 
26. ^ ^{a b c} "Lynx- Click". Unilever.co.uk. http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp. Retrieved 2009-05-09. 
27. ^ Post to: (2007-09-30). "Chocolate deodorant to lure girls". Sundaymirror.co.uk. http://www.sundaymirror.co.uk/news/sunday/2007/09/30/chocolate-deodorant-to-lure-girls-98487-19870706/. Retrieved 2010-01-27. 
28. ^ [1]
29. ^ Harris, Paul (2006-07-09). "The Menaissance: The American male is learning to flex his muscles again". London: Guardian. http://www.guardian.co.uk/world/2006/jul/09/paulharris.theobserver. Retrieved 2009-05-09. 
30. ^ [2]^{[dead link]}
31. ^ "Boy, 12, Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley | UK News | Sky News". News.sky.com. http://news.sky.com/skynews/Home/UK-News/Boy-12-Died-After-Spraying-Deodorant-Lynx-Aerosol-Triggered-Heart-Condition-In-Daniel-Hurley/Article/200811315156332. Retrieved 2009-05-09. 
32. ^ Andy Dolan. "Boy, 12, collapsed and died after 'using too much Lynx deodorant' | Mail Online". Dailymail.co.uk. http://www.dailymail.co.uk/news/article-1087772/Boy-12-collapsed-died-using-Lynx-deodorant.html. Retrieved 2009-05-09. 
33. ^ "CTV Edmonton - Teen burned in popular body spray stunt - Canadian Television". Toronto.ctv.ca. http://toronto.ctv.ca/servlet/an/local/CTVNews/20070928/axe_spray_070928?hub=EdmontonHome. Retrieved 2010-01-27. 
34. ^ "Responsible Use". The Axe Effect. http://www.theaxeeffect.com/responsibleuse.html. Retrieved 2010-01-27. 
35. ^ ^{a b c d e f g h i j} "Product page". http://www.axehaircrisisrelief.org/product_page/. 
36. ^ "Shower power!". http://www.axehaircrisisrelief.org/2009/08/11/shower-power/#more-941/. 
37. ^ "The Axe Effect Website". http://www.theaxeeffect.com/#/axe-products/zen-soothing-tea-tree-shampoo. 
38. ^ "The Axe Effect Website". http://www.theaxeeffect.com/#/axe-products/downpour-refreshing-mint-shampoo. 
39. ^ "AXE Smooth & Sophisticated Look Shine Pomade". http://www.askmen.com/fashion/grooming/axe-smooth-sophisticated-look-shine-pomade.html. 

External links

• Official Axe website
• Official Lynx website
• Axe Hair Crisis website, an Official Unilever Axe site