From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Oriental, and Marine.

[citation needed] 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.

Due to trademark issues, Axe products are sold under the Lynx brand name in the UK, Ireland, Australia, and New Zealand.

[10] 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."

The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space.