Who owns lynx brand

Although the concept was quite unfamiliar to consumers, it caught on fast and was gradually rolled out with great success in other markets. Meanwhile, Unilever had also begun experimenting in the men's market, launching a mass-market fragrance brand in the UK under the name Denim "For the man who doesn't have to try too hard," claimed the marketing to counter the success of Brut by Faberge subsequently acquired by Unilever.

In France, Unilever even launched a cheap disposable razor under the Denim name. Later, Unilever's French subsidiary began adapting the Impulse body spray concept for the men's market and eventually launched it in under the name Axe. The product was launched in the UK and Germany in The Axe name was considered too aggressive for English-speaking markets and in fact had been trademarked by another company.

In other European markets it was launched as Axe. Modestly successful to begin with, the brand's growth had tailed off by the mids, despite a series of extensions into aftershave and roll-on deodorant In a new marketing campaign re-established the product, especially in the UK, as an icon for the revitalised young men's market. The brand was extended still further in with a range of body sprays, shower gels, shaving gels and razors.

Unilever experimented even more ambitiously with a small chain of Lynx barber shops, but this idea was later abandoned. In , the group rebranded its South African deodorant Ego as Axe, leaving the UK and Australia as the only territories not to conform to the global brand umbrella.

In , Unilever launched an elaborate hoax to promote the Axe brand in India, with the help of the local arm of MTV. MTV named Kumar as its artist of the month, despite the fact that the singer was obviously seriously lacking in both talent and looks. Nevertheless, his video showed him surrounded by flocks of beautiful girls while he performed an excruciatingly inept dance routine.

Indian viewers and media commentators were mystified by the hype surrounding the previously unknown Kumar, until the airing of a fake documentary which claimed to reveal his secret - which was that he had supposedly stolen the secret formula for the new Axe fragrance and was using it to transform himself from a regular nerd into a Bollywood star.

Advertising Who handles advertising? Both Lynx and Axe started as body sprays, but they have ventured into other formats like roll-ons, anti-perspirants, aerosol sprays, and anti-perspirant sticks. Both the products come mainly in amber, spicy, and musk fragrances. Lynx has also come out with other products such as; Lynx Africa, Lynx Boost, Lynx Vice, smaller sprays when on the move Bullet , deodorants for sensitive skin, and even a spray having a changing fragrance for attracting girls.

Soon after the success of the product in France, it was marketed in other 4. European countries in which it was also widely accepted. Both Lynx and Axe started out as body sprays, but they have ventured into other formats like roll-ons, anti-perspirants, aerosol sprays, and anti-perspirant sticks.

Both products come mainly in amber, spicy, and musk fragrances. Difference Between Lynx and Axe. Difference Between Similar Terms and Objects. MLA 8 S, Prabhat. Please tell me what Axe version is exactly the same as Lynx Legend. Name required. The creation of Lynx Grills was the vision of a group of people who for more than 30 years manufactured stainless steel products for the commercial restaurant industry under the brand BECA.

Today, Lynx Grills uses the same engineering to create grills that are made to last with a lifetime warranty against rust— even under the most extreme weather conditions.

With continuous innovation a hallmark of the company, Lynx's design engineers have continually introduced a long list of "firsts" to the industry, such as the SmartGrill, a technologically advanced, voice-activated, WiFi-enabled grill that can be programmed from a smart phone. Lynx also produces the first ever ADA compliant grill for individuals with disabilities. For more information, please visit www. The Middleby Corporation is a global leader in the foodservice equipment industry.