Wikipedia

Axe Brand Universal Oil

Axe Brand Universal Oil is a pharmaceutical medicated oil used to relieve common ailments, discomfort, and pains. Axe Oil is sold in more than 50 countries around the world.[1]

Axe Brand Universal Oil bottles and their packaging.

It has been manufactured and distributed by the Singaporean company Leung Kai Fook (LKF) Medical Company Pte Ltd since 1928; LKF Medical was one of the first medicated oil producers in the world to obtain the ISO-9002 quality control certification.[2]

Various sizes of Axe Brand Universal Oil bottles

As part of the nation’s jubilee celebration, the company was one of five heritage brands to be awarded the SG50-Ipos Award by the Intellectual Property Office of Singapore (IPOS) in 2015.[3]

Usage

edit

Axe Oil is a mild, transparent fluid which quickly evaporates upon exposure to air. It is suitable for relief of headaches, nasal congestion, colds, stomach-aches, insect bites, dizziness, rheumatic pains and muscular pain.[4][5][6]

The instructions provided by LKF Medical recommend application of a few drops and a gentle massage over the affected area. For nasal congestion, 2-3 drops can be applied to a handkerchief or tissue paper and inhaled. For relief of flatulence and stomach discomfort, the oil can be applied to the navel region and covered with a hot towel.[6]

Precautions

edit

It should be noted that Axe Oil is only for external use and should not be consumed. Care should be taken to avoid the eyes, mucous membranes or any open wounds. If signs of allergy or irritation are observed, usage should be discontinued and medical advice sought.[7]

Alternative Uses

edit

In Africa, the medicated oil is sometimes used as a perfume or a mosquito repellent. Purportedly, Axe Oil can be used to remove ink stains and paint form hands or even fingerprints. Finally, the fluid can be employed as a makeshift lubricant (e.g. for door hinges). [8]

History

edit
 
Axe Brand advertisement at the exit of Esplanade MRT station
 
Axe Brand advertisements from the 1960s and 1970s

Establishment

edit

In the 1920s, LKF Medical's founder Leung Yun Chee emigrated from China to Singapore. In a chance meeting, he met a German physician called Dr. Schmeidler, who gave him a formula for a medicated oil containing menthol, camphor and eucalyptus oil.[9]

Leung was impressed by its wide range of applications and he started selling this it as a treatment for common ailments. He adopted the axe, as the product's logo, since it was instantly recognisable by households of the time which used axes to chop wood for cooking fuel.[2]

The outbreak of the Pacific War saw many businesses struggle. However, this was an unexpected opportunity as the Japanese occupation of Singapore cut off overseas competitors and permitted Axe Brand to capture significant market share in Malaya.[10]

Post-War Expansion

edit

To promote his new product to medical halls, Leung would dress up in a Western suit and employ a uniformed chauffeur to drive him in a limousine. They would distribute pamphlets with famous stories on one side and Axe Oil advertisements on the other. Believing him to be a prominent businessman, shopkeepers would be more amenable to adopting his products.[2]

Additionally, Leung used innovative marketing tactics such as giving promotional gifts like calendars and free samples; he also founded a series of newspapers to feature Axe Brand advertisements.[2] Notably, Shin Min Daily News (新民日报) was founded by Leung in collaboration with Hong Kong novelist Jin Yong on 18 March 1967.[11]

Internationalisation & Modernisation

edit

In the 1970s, Saudi Arabia became the first significant foreign market as it proved popular with Hajj pilgrims who suffered from ailments on their annual journeys to Mecca.[12][13] As the popularity of Axe Brand grew among pilgrims, it spread to other Middle Eastern nations such as the UAE and Jordan; since then, Axe Oil has seen success in China, Hong Kong and African countries including Kenya and Nigeria.[14]

Presently, Axe Oil is produced in five Good Manufacturing Practice (GMP) certified factories in Singapore, Malaysia, China, Vietnam and Indonesia. GMP certification requires all manufacturing facilities to adhere to global pharmaceutical guidelines including laboratory rules, safety and consistent quality control.[4][15]

edit
Product Product Description
 
Axe Brand Inhaler
 Has a pleasant and cooling aroma scent. Provides relief of blocked or stuffy nose due to colds.[16][17]
 
Axe Brand Red Flower Oil
 Formulated for the relief of rheumatic and muscular pain such as aching muscles and joints caused by sprains and stiffness following exercise or sports.[16][18]
 
Axe Brand Gold Medal Oil
 Provides targeted relief from ailments such as rheumatic pains, blocked noses and stomach-aches.[16][19]

Counterfeits & Copycats

edit

Following the success of LKF Medical’s Hong Kong Branch, there were reports of competitors selling imitation versions of the Axe Brand Red Flower Oil.[20] It was reported that Neo Beng Hock pleaded guilty for the sale of 5,000 dozen bottles of counterfeit Axe Brand Oil products along Leng Kee Road.[21]

Composition

edit
  • Menthol Crystals (20% w/v)
  • Eucalyptus Oil (15% w/v)
  • Methyl Salicylate (15% w/v)
  • Camphor (5% w/v)
  • Essential Oil (12% w/v)
  • Base ad - likely white mineral oil / light liquid paraffin base (100% w/v)

See also

edit





References

edit
  1. ^ "Distribution – Leung Kai Fook". Retrieved 29 August 2024.
  2. ^ a b c d "Carving a name, across the world". The Business Times. 21 July 2016. Retrieved 29 August 2024.
  3. ^ Koh, Jeremy (6 August 2015). "SG50 award for 5 local brands with half-century history". The Straits Times. ISSN 0585-3923. Retrieved 29 August 2024.
  4. ^ a b "Leung Kai Fook Medical Company". www.nlb.gov.sg. Retrieved 30 August 2024.
  5. ^ "Axe Brand Universal Oil, 5 ml Price, Uses, Side Effects, Composition". Apollo Pharmacy. Retrieved 30 August 2024.
  6. ^ a b "Axe Brand Universal Oil – Leung Kai Fook". Retrieved 30 August 2024.
  7. ^ "Axe Oil (5ml/56ml)". Pharmex Healthcare. Retrieved 30 August 2024.
  8. ^ Amazon Web Services (2003). "Axe Brand - Superbrands" (PDF). Amazon AWS Singapore. Retrieved 31 August 2024.{{cite web}}: CS1 maint: url-status (link)
  9. ^ "LKF Medical sharpens Axe to take brand on global stage". South China Morning Post. 9 August 2019. Retrieved 29 August 2024.
  10. ^ "Story – 1937-1945 – Leung Kai Fook". Retrieved 30 August 2024.
  11. ^ "From Lat Pau to Zaobao: A History of Chinese Newspapers". biblioasia.nlb.gov.sg. Retrieved 30 August 2024.
  12. ^ "About Us – Leung Kai Fook". Retrieved 30 August 2024.
  13. ^ "Axe brand medicated oil advertisement tray". www.roots.gov.sg. Retrieved 30 August 2024.
  14. ^ "Unlikely global icons: Axe Brand Universal Oil". Equus Blog. 21 January 2019. Retrieved 30 August 2024.
  15. ^ "Manufacturing facilities – Leung Kai Fook". Retrieved 30 August 2024.
  16. ^ a b c "Axe Brand Universal Oil". Wiki.sg. 21 August 2019. Retrieved 30 August 2024.
  17. ^ "Axe Brand Inhaler – Leung Kai Fook". Retrieved 30 August 2024.
  18. ^ "Axe Brand Red Flower Oil – Leung Kai Fook". Retrieved 30 August 2024.
  19. ^ "Gold Medal Medicated Oil – Leung Kai Fook". Retrieved 30 August 2024.
  20. ^ Neo, Lim Soon (28 December 1988). "Making medicine for the masses". The Business Times.
  21. ^ "Sold fake brand oil". The Straits Times. 27 June 1981.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Axe_Brand_Universal_Oil&oldid=1243175921"