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Axe or Lynx is a French brand of male grooming products owned by the London based company Unilever and marketed toward the younger male demographic. It is marketed as Lynx in the United Kingdom, Ireland, Malta, Australia, New Zealand and China.
The scent seems to rival the Fever body wash and body spray line of products. Winter 2009 2009 Proximity sub-label: Amber, Bergamot, and Vetiver: Three scents under the Proximity name. Lighter, more sophisticated fragrances targeted at less juvenile men. Sold at a higher price than regular Axe range. Comes in body spray only. [citation needed ...
As adolescent males progress through puberty, body odor is a frequent occurrence; a stereotype that has persisted in the United States is teenage males using Axe body spray as their primary fragrance. [1] [4] With the ubiquity of social media, the trend of smellmaxxing became prominent. [5]
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Body spray is a perfume product, similar to aerosol deodorant, which is intended to be used elsewhere on the body besides the armpits. Body sprays are lighter in strength than cologne , generally less expensive, and double as deodorant .
RGX was a body spray owned by Dial Corporation and launched in January 2007. The product was an attempt by Dial to break into the body spray market, currently dominated by AXE and Tag, through a marketing strategy directed at older men.