If you were a teenage boy in the early 2000s, there's a good chance you wore Unilever 's Axe Body Spray at some point. Axe Body Spray entered the U.S. market in 2002, and within a decade of its arrival, Unilever was bringing in nearly half a billion dollars in domestic sales for Axe products, according to estimates from market research firm Kline & Company. But as the brand took off, its offerings rapidly expanded as it was churning out new lines of body wash and hair care. "They launched all different other products that took the advertising dollars away from the body spray itself. 1 men's deodorant worldwide, selling $1.7 billion worth of deodorant and body spray in 2022, according to Euromonitor International.

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Persons: there's, John Hegarty, Bartle Bogle Hegarty, Kline, Ann Gottlieb, Stephan Kanlian Organizations: Unilever, Kline & Company, Fashion Institute, Technology's, Euromonitor Locations: London, U.S