AXE

For over 40 years, AXE has helped men look attractive, smell good and simply feel good. Men in over 90 countries around the world use Axe - also known as Lynx in the UK, Ireland, Australia and China - to start their day.

We know that what's important to men has changed. We know that the rules of attraction are changing and that these days it's all about the right "connection" rather than conquest. We also know that being a man is more complex than ever: there's more freedom, fewer rules, and a whole world of possibilities. There's also more pressure than ever: to live up to the ideal and stand out - and much of it revolves around attraction.

We know from years of market research that what makes a man attractive is himself. His strengths, his weaknesses, his individuality, and most importantly, how he expresses it. But still, many men don't feel comfortable being themselves. They are afraid of what other people will think of it and what they will say about it. Afraid that what is unique about them will not be seen as attractive or acceptable.

That's exactly what we want to change.