Redefining a Brand’s Persona

Axe/Lynx is a world-recognized brand, and one of the most important in Unilever’s portfolio. With a rich history – one entrenched in male adolescent scent – Axe set itself quite the challenge when it struck out with a new, ambitious and progressive brand proposition. Targeting an older target, Axe sought to empower young men and help them focus on the magic within. It’s a challenge solved with mature graphic design, avant-garde photography, and relevant content rooted deep in a solid strategy.

We partnered with thought leaders VICE, The London Barber, DJ Alesso and London Fashion Week to the create content the new target would find attractive. The results are as powerful as they are sophisticated.

Results and awards:

• Axe became the fastest growing mens grooming brand in the UK after launch

• Launched in 15 localizations and 25 language

• Post-launch brand value increase of 91% in the Brand Finance annual report

• Winner, 2017 Clio for Best Retail Site 

• Winner 2017 IAC Award for Best Website