Who is axe owned by

After immediate success with our iconic body sprays, AXE launched a line of anti-perspirant and deodorant sticks in We then expanded into shower gels in , a full line of hair care products for guys in and entered the face care space for guys in In , AXE launched Find Your Magic, a point of view that inspires guys to embrace what makes them unique, authentic and ultimately attractive to the world around them.

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Axe brand body spray, the preferred drugstore cologne of hair gel-loving bros everywhere, is not only odiferous, it is now officially downright dangerous. Use it just like you would an antiperspirant stick. The cohosts of CYB are two beautiful women who use the Detailer to polish sports equipment.

One scrubs down a pair of golf balls, then hands them to her cohost. And so Denise does, rolling them around in her hand for 13 aching seconds. And it survived. The brand is granted a higher risk tolerance than other Unilever brands, such as Dove or Lipton. Its marketing can offend delicate sensibilities. Axe produces ads with an all-or-nothing mentality. But CYB debuted with some risk management: It began as a web clip, where audiences are more self-selecting, then was respun for TV once Axe saw a positive response.

Axe was able to do that because it spends a higher percentage of its marketing budget on digital than does any other Unilever product. Axe has product placement in video games, funds branded sitcoms on CollegeHumor.

It develops its own games, such as Axeman , a saga about recruiting women for a party that was released for mobile and PC this summer. And earlier this year, it launched an online comic book that was rapidly published chapter by chapter: Fans could suggest plot twists, and the artists would draw commenters in as story characters. Axe is shifting, in important but subtle ways, to play to both genders simultaneously. To do this, it seems willing to sponsor anything to set the stage for a sexual encounter among college kids.

Does all of this help make money? No doubt. In the mids, Axe began exploring other categories. Most have been successful: deodorants, shower gels, hair care. It also released a few clunkers, like a higher-end fine fragrance in fancier packaging. Rubin has taken a lesson from these overreaches.

So what does Axe stand for, aside from the God-given right to get laid? Those field trips are designed to answer that question.