Axe launch in Japan
Adapting a winning mix to suit local consumer needs.
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.
The brand's range was given a substantial makeover in 2007 to ensure packaging and formulations are consistent the world over.
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