Body spray brand Lynx has handed over its product development process to artificial intelligence to formulate its latest fragrance. There’s also an augmented gamification which allows people to spray the can in AR to reveal a code. The code opens an exclusive Lynx competition, with the prize winner awarded an event hosted by the hologram of Aitch,” Unilever explained.

From the 1990s, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003, the advertising in the UK for the Pulse fragrance showed how it supposedly gave "geeky" men the confidence to woo women with dance. This was followed by Touch, Unlimited, [7] Clix, [8] and in 2007, Vice, [8] which was marketed on a theme of making "nice" women become "naughty". Due to trademark issues, Axe products are sold under the Lynx brand name in the UK, Ireland, Australia, and New Zealand. Rook Perfumes, meanwhile, offers Scent of the Metaverse. Described as the first NFT perfume ever created, the fragrance was inspired by “something that was familiar and unfamiliar at the same time”.Osborne, Grant (2 July 2002). "Unilever give Ego the Axe - will Lynx be next?". Base Notes. Archived from the original on 24 January 2023 . Retrieved 20 January 2022. Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year. [ citation needed] Marketing [ edit ] All new LYNX Epic Fresh Body Spray for men is our most iconic fresh fragrance. We take freshness to a whole new level. Let our 48-hour-High Definition Fragrance bust odour and invigorate your senses. Our vibrant Grapefruit & Tropical Pineapple Scent brings energy and a zest for life. Walk with confidence. Inspire devotion. Harris, Paul (9 July 2006). "The Menaissance: The American male is learning to flex his muscles again". London: Guardian. Archived from the original on 6 November 2022 . Retrieved 9 May 2009.

The limited-edition product was made in collaboration with Swiss fragrance company Firmenich to come up with the unique AI generated scent.

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Feifer, Jason (7 August 2012). "How Axe Built A Highly Scientific, Totally Irresistible Marketing Machine Built On Lust". Fast Company. Archived from the original on 15 October 2019 . Retrieved 15 October 2019. Scents have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Oriental, and Marine. From 1990 until 1996, geographic names for fragrances were used. In 2009, the brand launched an eight-centimetre container called the Axe Bullet. The brand has also extended into other areas. Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism. [9] The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development." Axe aka Lynx was launched in France in 1983 by Unilever. [3] It was inspired by another of Unilever's brands, Impulse. [ citation needed] Unilever introduced many products in the range, but was forced to use the name Lynx in the United Kingdom, Ireland, Australia, and New Zealand due to trademark issues with the Axe name. In addition, some countries (such as South Africa) introduced the brand as EGO until 2002. [4] [5] Brand-owner Unilever said the new deodorant – Lynx A.I. Body Spray – was developed “using 46 terabytes of data, 6,000 ingredients, and 3.5 million potential fragrance combinations.”