Seamus Hammond
Lynx, known as Axe in France, is a brand of male hygiene products that launched in 1983. Two years later, the brand was exported to the UK, where it became known as Lynx. The three original UK fragrances, launched in 1985, were Amber, Musk, and Spice. Since its launch, Lynx has become the UK's number one male grooming brand, with over 8 million men in the UK using Lynx products daily.
| Characteristics | Values |
|---|---|
| Original Launch Date | 1983 |
| Original Name | Axe |
| Original Scents | Musk, Amber, and Spice |
| Year Launched in the UK | 1985 |
| Current Scents | Oud Wood & Dark Vanilla, Tobacco & Amber, Dark Temptation, Africa |
| Variants | Body Spray, Aftershave, Eau de Toilette, Shower Gel |
| Target Demographic | Young Men |
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What You'll Learn
Original Lynx fragrances launched in 1983
The Lynx brand, known as Axe in France and several other countries, was launched in 1983. The original fragrances included Musk, Amber, and Spice, with Oriental and Marine being introduced shortly after in 1987 and 1989, respectively. These early variants were described by their fragrance type, rather than given a unique name.
The brand was introduced to the UK in 1985, quickly becoming synonymous with teenage boys. The distinctive body sprays, with their bold, colourful packaging and unique fragrance names, were marketed as a way to attract women. This positioning has been a consistent feature of the brand's advertising campaigns, often featuring attractive women unable to resist men who wear Lynx products.
In the UK, the brand's distinctive and sometimes controversial advertising has contributed to its success, with Lynx becoming the number one male grooming brand in the country. Over the years, the range has expanded to include new scents, shower gels, and other grooming products.
While the original fragrances were more simplistic in their naming and branding, Lynx has since adopted more creative and playful names for its products, such as Dark Temptation, Africa, and Voodoo. These names often evoke a sense of mystery, adventure, or humour, reflecting the brand's target audience of young men.
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Lynx/Axe fragrances from 1983-1989
The Lynx/Axe brand was launched in France in 1983 by Unilever. The brand was inspired by another of Unilever's brands, Impulse. From 1983 to 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Oriental, and Marine. In 1985, the brand was introduced to the UK market under the name Lynx, with the original fragrances Amber, Musk, and Spice.
From 1983 until 1989, the fragrances were known by descriptive names, and the scents reflected this. The fragrances from this period include Musk, Spice, Amber, Oriental, and Marine. These early fragrances set the tone for the brand, which would go on to become a staple of teenage boys' grooming routines.
In 1985, two years after its launch in France, Lynx/Axe made its debut in the UK. The three original fragrances launched in the UK were Amber, Musk, and Spice. These fragrances were also among the earliest variants of the brand, having been introduced in 1983. The UK launch of Lynx/Axe marked a significant step in the brand's history, as it began to gain traction and build its reputation as a male grooming staple.
From its early days in the 1980s until the early 2000s, Lynx/Axe fragrances were exclusively targeted towards young men. The brand became synonymous with male adolescence and was known for its bold and often controversial advertising campaigns. The fragrances were positioned as a way for young men to boost their confidence and attract women.
Over time, the Lynx/Axe brand evolved, introducing new fragrances and expanding its product range to include body sprays, antiperspirants, shower gels, and aftershaves. The brand also began releasing limited-edition fragrances and gift sets, particularly around Christmas, making Lynx/Axe a popular gift option.
While the early days of Lynx/Axe were focused on the UK and French markets, the brand has since expanded its global reach. Today, Lynx/Axe products are available in various countries, with some fragrances exclusive to specific regions. Despite its international expansion, the brand has retained its playful and youthful image, continuing to cater to young men's grooming needs and preferences.
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Lynx/Axe fragrances from 1990-1996
The brand that would become Lynx/Axe was launched in France in 1983 by Unilever. The product line was inspired by another Unilever brand, Impulse. Initially, the fragrances were named descriptively, with the first three scents being Amber, Musk, and Spice. These original fragrances were launched in the UK in 1985.
From 1990 to 1996, Lynx/Axe fragrances were given geographic names. The company also began following the tradition of releasing at least one new fragrance or product each year. These new releases were usually sold in two- or three-piece gift boxes at Christmas time, making Lynx a popular Christmas gift in the UK.
While the brand was initially targeted at young men, in recent years Lynx has expanded its target audience to include women. In 2012, the company launched a women's body spray called Attract, advertised as causing "chaos across the country as beautiful young things stop what they're doing so they can all have a bit of a snog."
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$27.99
Lynx body spray for women
Lynx, known as Axe in France, first launched in 1983. Two years later, it arrived in the UK, where it quickly became the scent of teenage boys. For over 25 years, Lynx has been a popular male grooming brand, with its tongue-in-cheek advertising campaigns and its promise that its products will make the wearer irresistible to women.
In more recent years, Lynx has expanded its range to include shower gels and, more recently still, a body spray for women. The women's body spray, called Attract, was launched alongside a men's fragrance of the same name. The scent has been described as reminiscent of the perfume Exclamation and is likely to appeal to teenagers.
While the original Lynx fragrances for men were Amber, Musk, and Spice, the brand has since introduced numerous other scents, including Ice Chill, Signature (Oud Wood & Dark Vanilla), Urban (Tobacco & Amber), Dark Temptation, and Africa.
Lynx's expansion into the women's market with the Attract fragrance marks a new direction for the brand and a departure from its traditionally male-focused products. It will be interesting to see whether the women's body spray gains the same level of popularity as its male counterparts and becomes a staple in the school bags and handbags of teenage girls across the nation.
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Lynx's most popular fragrances
Lynx, known as Axe in France, was launched in 1983 and introduced to the UK in 1985. Since its launch, Lynx has become the UK's number one male grooming brand, with over 8 million men in the UK using Lynx products daily. Lynx has expanded its product line to include body sprays, antiperspirants, roll-on deodorants, shower gels, shampoos, bar soaps, and aftershaves.
Some of Lynx's most popular fragrances include:
- Africa: This fragrance is so popular that it has its own body spray and shower gel.
- Java: Originally released earlier, it was re-issued in 2021 and was a UK-exclusive.
- Fine Fragrances Collection: This range, launched in the UK in 2024, includes five 'premium' body sprays.
- Peach Infusion, Watermelon Freeze, Cherry Spritz, Cocoa Velvet, and Purple Patchouli: These five fragrances were added to the Fine Fragrances Collection in 2025.
- Original Scents: The original three fragrances—Amber, Musk, and Spice—remain popular.
- Calm: A lavender-mint-amber scent that embodies tranquil sophistication.
- Seductive: A fusion of vanilla, orange, and sandalwood.
- Ocean Breeze: Bergamot, sage, and juniper combine to create a refreshing scent.
- Envy: A lush and aromatic scent that combines sage, geranium, and cedar.
- Adventurous: A captivating scent that mixes sweet brown sugar, spicy pepper, and rich santal.
- Chill: Iced mint and refreshing lemony zest.
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Frequently asked questions
The original Lynx fragrances, launched in 1983, were Musk, Amber, and Spice.
The fragrances launched in 1987, 1989, and 1990 were Oriental, Marine, and Tempest, respectively.
Yes, in addition to the original fragrances, Lynx also launched Oriental in 1987.
The first fragrance that Lynx released was Musk in 1983.
The most recent Lynx fragrance listed is Instinct, released in 2009.
