Axe launches in Japan

Adapting a winning mix to suit local consumer needs.

  • Axe deodorant

    Axe launches in Japan

    Axe is a well known brand name around the world but it was the Unilever’s first male-targeted product in Japan

Axe scores in Japan

Axe/Lynx, the world's second-largest deodorant brand, made a triumphant entry into the Japanese market and quickly became the country's top-selling male deodorant.

The launch followed an extensive study of the young Japanese male, examining his attitude towards dating, use of deodorants and purchasing habits.

The brand's range was given a substantial makeover in 2007 to ensure packaging and formulations are consistent the world over.

Axe Deodorant

The brand's range was given a substantial makeover in 2007 to ensure packaging and formulations are consistent the world over.

Go to the Axe page