For over 34 years, we’ve helped guys look, feel and smell their most attractive. Men across the globe in over 90 countries reach for Axe – also known as Lynx in the UK, Ireland, Australia and China – to start their day.

We know that what matters to them has evolved. We know that the rules of attraction are changing and that it is about connection, not conquest.

We also know that being a guy is more complex than ever: there is more freedom, fewer rules and a whole world of possibilities.

There is also more pressure than ever: to fit in and to stand out – and much of it gravitates around attraction.