Axe's Slogans & Taglines

Axe (or Lynx) is a male grooming brand created by Unilever in 1983 in France. Originally launched as a body spray, it quickly evolved into a comprehensive line of deodorants, body sprays, shaving products, and fragrances crafted by leading perfumers. The brand's iconic slogan, "The Axe Effect," became a cultural phenomenon, positioning Axe as a catalyst for attraction and confidence. In the United Kingdom, Ireland, Malta, Australia, New Zealand, and China, it is marketed as Lynx, adapting the same bold philosophy to local markets. Its modern promise, "Find your magic," reflects a shift toward empowering young men to express their individuality through scent. Today, with innovations like 48-hour Dual-Action technology and a diverse portfolio spanning bodysprays, deodorants, and grooming essentials, Axe remains a symbol of youthful masculinity, fragrance innovation, and the enduring belief that the right scent can unlock confidence.