A 19-year-old college girl murdered an elderly woman with an axe and a scarf because she "just wanted to kill someone" news reports in Japan said Wednesday. The student from the prestigious Nagoya ...

Axe was successfully launched in Japan in 2007 amidst instant buzz. The brand's growth post launch however was stunted for two critical reasons. The tongue-in-cheek product message (“Axe will make you ...

In 2007, Axe successfully launched in Japan. But whilst Axe had recruited lots of users, post-launch research showed that guys in Japan sprayed Axe only few times a week – about half as often as users ...

Mindshare, ADK and men's deodorant brand Axe teamed up to lift the product's profile in Japan and move it away from a positioning that did not resonate domestically. A TV tie-in was used to ...

Tokyo---A 19-year-old college girl murdered an elderly woman with an axe and a scarf because she "just wanted to kill someone" news reports in Japan said Wednesday. The student from the prestigious ...