Axe is a spray-on deodorant designed to mask the musky smell given off by sweat-glands.
In 1983 Unilever launched their new brand AXE, inspired by another Unilever brand Impulse. Unable to use the name Axe due to trademark problems in The United Kingdom and Ireland they changed the name to Lynx. The European launch was followed by success in Latin America. In 2000 the brand has launched in the United States and Canada and had great success.