Alternative brand names 1: Axe or Lynx?

Hmmmm… One small side-effect of being back in the UK and having time to kill while waiting for visiting hours at the hospital is that I get to notice inane stuff that really isn’t that interesting.

And no, I’m not talking tabloid coverage of C-list celebs.

But, this being the internet and all, it truly is my duty to post a little something about something you really never felt like knowing about.


In the US, the brand is called ‘Axe’. It has the tagline

[spoken in suitably deep movie voice-over]

‘The Axe Effect’. And women throwing themselves at the guy who’s just sprayed himself all over with Axe body-spray. And, of course, we know that should he have done that, dogs up to 20 miles away would have winced at the strength of the smell and run whimpering for the hills.

In the UK, in a superstore, looking for deodorant, I noticed that ‘Lynx’ shared it’s ‘innovative spray-cap design’ with ‘Axe’, so I took a look at the packaging and, more importantly, sniffed it… As far as I can tell:

Axe = Lynx

I seem to remember an advertising slogan of ‘The Lynx Effect’ in the UK, though that may be me imagining things, but I definitely recall ‘Lynx’ adverts where the guy would spray himself all over and become irresistible to women. That was long before I went to the US, so I’ve got to guess that Unilever were active in the UK market before taking it to the US.

What interests me, though, is why the name change. Somewhere in deciding how to appeal to


under-sexed american males, the change in name made sense.

British males? Interested in smelling like a scottish wildcat.

American males? Interested in smelling like a crude cutting instrument.

British males? Tooth and claw.

American males? Sharpened blade.

Regardless of method of attack, though, British and American males smell the same

[two countries separated by a common armpit?]

and that’s probably why they have similar needs to pile on deodorant to attract the laaadeeez…


3 thoughts on “Alternative brand names 1: Axe or Lynx?

  1. Mate, in the US/Canada right now, the prevailing underarm deodorant ad consists of a couple of yellow birds twittering out of some guys armpit every time he raises said appendages. Not exactly the height of sophistication.


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