Axe

In the film The Matrix, Keanu Reeves is given two choices. He can either take a blue pill and wake up in the morning as if nothing has happened or pop a red pill and enter the unpredictable 'wonderland' of the Matrix. As millions of guys around the world know, Axe has taken the red pill.

Axe takes the 'red pill'

With its coolly seductive fragrances and packaging, the brand has established itself as the world's top male grooming brand by coming up with a constant stream of new ideas to keep guys a step ahead in the mating game. Each year, for example, we launch a new deodorant fragrance.

Number 1 male deodorant

Getting the girl has never been easier, thanks to the Axe effect. As devoted users know, women can’t resist anyone wearing those great fragrances! Axe’s commitment to helping guys has led it to become the No. 1 male deodorant brand in Canada.

History – Europe's little secret spells success for Canadian men!

Axe was first launched in France in 1983, but has since grown by leaps and bounds. A long standing secret in Europe, Axe now includes deodorant body sprays, antiperspirant sticks, deodorant sticks and shower gels. Axe is currently giving guys the edge in the mating game in more than 60 countries worldwide.

In the North American markets, where Axe was launched in 2002, the brand has shown strong and steady growth that has placed them as a powerhouse in its categories. Axe also holds the number one market position in several European and Latin American markets, plus it has an increasingly powerful presence in Asia.