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Brand

AXE

Unilever personal-care brand selling men’s fragrances, deodorants, body sprays, shower gels and hair products.

Official website
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Updated October 7, 2026

Brand snapshot

Category

Personal care

Official company materials describe the brand and product area.[1]

Markets

Global brand presence

Official brand and company materials cover multiple markets.[1]

Gaming activity

League of Legends esports partnership

AXE launched its League of Legends esports partnership at the 2019 World Championship.[2]

Positioning

Personal care

Brand’s verified product and market identity.[1]

Product range

Fragrance and personal care products[1]

Company scale

Scale figures not included

This profile records the verified brand identity and event relationship.

Commercial categories and activation routes identified from the profile.

Category

League of Legends esports

Commercial note

AXE launched its League of Legends esports partnership at the 2019 World Championship.[2]

References2
  1. [1]AXE — official website — Current brand identity and product category.
  2. [2]League of Legends esports partnership announcement — AXE launched its League of Legends esports partnership at the 2019 World Championship.

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Related entities

League of Legends World ChampionshipLeague of Legends World Championship 2019League of Legends World Championship 2020League of Legends World Championship 2021