Axe/Lynx

Global

We have been involved with the Axe brand since 1996 and have provided many insights into the codes of masculinity, seduction, humour and sexual representations. Our work has involved guiding and inspiring advertising and product development, including the developing positioning for the shower and anti-perspirant ranges in US, Brazil, UK, Germany, Italy and France. We have also generated names and concepts for some of the brand’s most successful variants, including Voodoo, Phoenix and Pulse.