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Draft:Axe Brand Universal Oil

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Axe Brand Universal Oil bottles and their packaging.

Axe Brand Universal Oil is a pharmaceutical medicated oil used to relieve common ailments, discomfort, and pains and is sold in more than 50 countries around the world.[1] It is one of the leading brands of medicated oil in Asia, including Singapore, Malaysia, Indonesia and the Middle East; it has also expanded to Western and African countries such as Greece and Kenya.[2][3][4]

The product has been manufactured and distributed by the Singaporean-based Leung Kai Fook (LKF) Medical Company Pte Ltd since 1928, and the company was one of the first medicated oil producers in the world to obtain the ISO-9002 quality control certification.[2] In 2015, as part of Singapore'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).[5]

Usage

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Axe Oil is a mild, transparent fluid that 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.[3][6][7]

The instructions provided by LKF Medical recommend the 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.[7]

Precautions

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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.[8]

Alternative uses

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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 from hands or even fingerprints. Finally, the fluid can be employed as a makeshift lubricant (e.g. for door hinges). [9]

History

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

Establishment

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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.[10]

Leung was impressed by its wide range of applications and he started selling 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][11]

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.[12]

Post-War Expansion

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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 and appear as a prominent businessman. Leung would distribute pamphlets with famous stories on one side and Axe Brand advertisements on the other to increase the visibility of its products. Moreover, shopkeepers enjoyed Leung's arrangement of delivering stock in advance and only collecting payment if sales had been successful.[11]

Additionally, Leung used other 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.[13][14][15]

Internationalisation and modernisation

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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.[16][17] 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.[4][18]

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.[3][19]

Controversies

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Counterfeits

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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]

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LKF Medical was placed in a difficult position in the aftermath of the 2021 River Valley High School attack as an Axe Brand advertisement was positioned below a Straits Times (ST) article concerning the attack (where an axe was used as the weapon).[22][23] Axe Brand apologised in a Facebook post and explained that the advertisement was 'not intentional' and that it was booked well in advance in December 2020.[24][25] This was to coincide with a Channel 8 documentary on Axe Brand founder Leung Yun Chee and the unfortunate comparison was overlooked by the ST editor.[26] The Straits Times later stated that the juxtaposition was 'inadvertent' and apologies for the 'distress'.[27]

See also

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References

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  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. ^ a b c "Leung Kai Fook Medical Company". www.nlb.gov.sg. Retrieved 30 August 2024.
  4. ^ a b "Unlikely global icons: Axe Brand Universal Oil". Equus Blog. 21 January 2019. Retrieved 30 August 2024.
  5. ^ 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.
  6. ^ "Axe Brand Universal Oil, 5 ml Price, Uses, Side Effects, Composition". Apollo Pharmacy. Retrieved 30 August 2024.
  7. ^ a b "Axe Brand Universal Oil – Leung Kai Fook". Retrieved 30 August 2024.
  8. ^ "Axe Oil (5ml/56ml)". Pharmex Healthcare. Retrieved 30 August 2024.
  9. ^ Amazon Web Services (2003). "Axe Brand - Superbrands" (PDF). Amazon AWS Singapore. Retrieved 31 August 2024.
  10. ^ "LKF Medical sharpens Axe to take brand on global stage". South China Morning Post. 9 August 2019. Retrieved 29 August 2024.
  11. ^ a b Only, If (20 May 2014). "If Only Singaporeans Stopped to Think: Keeping Axe brand oil legacy burning". If Only Singaporeans Stopped to Think. Retrieved 27 September 2024.
  12. ^ "Story – 1937-1945 – Leung Kai Fook". Retrieved 30 August 2024.
  13. ^ "From Lat Pau to Zaobao: A History of Chinese Newspapers". biblioasia.nlb.gov.sg. Retrieved 30 August 2024.
  14. ^ "Jin Yong founded Shin Min Daily News in 1967 when he took refuge in S'pore". mothership.sg. Retrieved 27 September 2024.
  15. ^ Correspondent, Claire HuangHong Kong (13 November 2018). "Family and friends attend funeral of writer Jin Yong". The Straits Times. ISSN 0585-3923. Retrieved 27 September 2024. {{cite news}}: |last= has generic name (help)
  16. ^ "About Us – Leung Kai Fook". Retrieved 30 August 2024.
  17. ^ "Axe brand medicated oil advertisement tray". www.roots.gov.sg. Retrieved 30 August 2024.
  18. ^ "Axe Brand oil founder's eldest son, who popularised product in Middle East, passed away at 89". mothership.sg. Retrieved 27 September 2024.
  19. ^ "Manufacturing facilities – 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.
  22. ^ Yee, Jonathan (21 July 2021). "Axe Brand Apologises For Straits Times Ad, Clarifies It Was An Unfortunate Coincidence". MS News - Independent News For Singaporeans. Retrieved 27 September 2024.
  23. ^ "ST apologises, says River Valley High School murder report and Axe Brand ad on front page an 'unfortunate juxtaposition'". AsiaOne. 21 July 2021. Retrieved 27 September 2024.
  24. ^ Axe Brand (SG) (20 July 2021). "Facebook". www.facebook.com. Retrieved 27 September 2024.
  25. ^ "ST explains 'unfortunate juxtaposition' of Axe Brand ad, says media buy booked in advance". Marketing-Interactive. 21 July 2021. Retrieved 27 September 2024.
  26. ^ bellaella (20 July 2021). "Yep, I've worked for…". r/singapore. Retrieved 27 September 2024.
  27. ^ "River Valley High death: ST apologises over juxtaposition of case and Axe Brand Oil ad". Yahoo News. 21 July 2021. Retrieved 27 September 2024.


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