Wikipedia

Axe Brand Universal Oil

Axe Brand Universal Oil is a pharmaceutical medicated oil used to relieve common ailments, discomfort, and pains.[1] Predominantly used in Asia, it has also expanded to Western and African countries, such as Greece and Kenya.[2][3][4]

Axe Brand Universal Oil bottles and their packaging.

The product has been manufactured and distributed by the Singaporean firm Leung Kai Fook (LKF) Medical Company Pte Ltd since 1928.[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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After moving from China to Singapore,[10] LKF Medical's founder, Leung Yun Chee, met with German physician Dr. Schmeidler, who gave him a formula for a medicated oil containing menthol, camphor, and eucalyptus oil.[11] Leung was impressed by its wide range of applications and he closed down his silk business in 1928 to found the Leung Kai Fook Medical Company.[10][12]

He adopted the axe as the product's logo because customers would recognize it.[2][13]

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.[14]

Post-War Expansion

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To promote the product, Leung distributed 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.[13]

Additionally, Leung used other marketing tactics and 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.[15][16][17] In 1970, production was moved from a small cottage factory in South Bridge Road to a seven-story factory in Macpherson with Shin Min Daily News based on the building's top floor.[10]

Leung served as Chairman of Kwong Wai Shiu Hospital and the company continues to sponsor the hospital to the present day with third-generation family members serving on its board of directors.[18] From 2017-2019, the company donated S$6 million (US$4.4 million) to the hospital. It also supports other medical or community organisations such as St John Singapore, the Singapore Chinese Orchestra, and the Singapore Cord Blood Bank.[19]

Internationalisation

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The colour of the packaging uses a green and blue livery as symbols for the sky, water and land. This symbolises the company's vision for globalisation where consumers could find Axe Oil wherever these three elements exist.[19][20]

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.[21][22] As the popularity of Axe Brand grew among pilgrims, it spread to other Middle Eastern nations such as the UAE and Jordan.[4] Since then, Axe Oil has seen success in China, Hong Kong and African countries including Kenya and Nigeria.[23]

A manufacturing facility was established in 1993 at Shunde, Guangdong for its favourable industrial infrastructure and its significance as the birthplace of LKF Medical founder Leung. Meanwhile, a factory in Johor Bahru was expanded to accommodate additional production lines.[9] Concurrently, the company invested in property and the travel industry in Hong Kong while setting up the US$65 million Hotel Landmark Canton in Guangzhou.[12]

Modernisation

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Axe Brand Inhaler for use against nasal congestion or colds.

In 2002, the Singapore factory was expanded with the acquisition of a large warehouse adjacent to the existing plant; to reduce labour costs arising from high local wages, manufacturing operations are heavily automated with the filling/packaging production line running at over 100 bottles per minute.[9][24] A few new derivative products such as an Axe Brand Inhaler and Red Flower Oil were added to target ailments such as nasal congestion and rheumatic or muscular pain respectively.[9][25][26]

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][27] The company has around 600 employees worldwide, with approximately 200 in its Singapore HQ and factory.[19]

In 2016, LKF Medical donated to the Department of Pharmacy of the National University of Singapore (NUS) to fund a scholarship and pharmaceutical research centred on formulation science for treating arthritis, in light of Singapore's ageing population.[28][29]

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.[30] 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.[31]

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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).[32][33] 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.[34][35] 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.[36] The Straits Times later stated that the juxtaposition was 'inadvertent' and referred to the aforementioned Facebook post.[37]

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. ^ a b c d Amazon Web Services (2003). "Axe Brand - Superbrands" (PDF). Amazon AWS Singapore. Retrieved 31 August 2024.
  10. ^ a b c "Leung Kai Fook Medical Company". www.nlb.gov.sg. Retrieved 19 November 2024.
  11. ^ "LKF Medical sharpens Axe to take brand on global stage". South China Morning Post. 9 August 2019. Retrieved 29 August 2024.
  12. ^ a b Lim, Soon Neo (26 April 1993). "A Dose of Perseverance". Business Times. p. 18.
  13. ^ 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.
  14. ^ "Story – 1937-1945 – Leung Kai Fook". Retrieved 30 August 2024.
  15. ^ "From Lat Pau to Zaobao: A History of Chinese Newspapers". biblioasia.nlb.gov.sg. Retrieved 30 August 2024.
  16. ^ "Jin Yong founded Shin Min Daily News in 1967 when he took refuge in S'pore". mothership.sg. Retrieved 27 September 2024.
  17. ^ 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)
  18. ^ Admin (5 September 2018). "Goodbye, Dr Leong". Kwong Wai Shiu Hospital. Retrieved 19 November 2024.
  19. ^ a b c "Leong Mun Sum, Managing Director of Leung Kai Fook Medical Company". The CEO Magazine. Retrieved 19 November 2024.
  20. ^ "True to tradition". The Business Times. 18 July 2017. Retrieved 19 November 2024.
  21. ^ "About Us – Leung Kai Fook". Retrieved 30 August 2024.
  22. ^ "Axe brand medicated oil advertisement tray". www.roots.gov.sg. Retrieved 30 August 2024.
  23. ^ "Axe Brand oil founder's eldest son, who popularised product in Middle East, passed away at 89". mothership.sg. Retrieved 27 September 2024.
  24. ^ "Interview with Leong Mun Sum, Managing Director, Leung Kai Fook Medical Compay (Pte) LKF". PharmaBoardroom. Retrieved 19 November 2024.
  25. ^ "Axe Brand Inhaler – Leung Kai Fook". Retrieved 19 November 2024.
  26. ^ "Axe Brand Red Flower Oil – Leung Kai Fook". Retrieved 19 November 2024.
  27. ^ "Manufacturing facilities – Leung Kai Fook". Retrieved 30 August 2024.
  28. ^ "Leung Kai Fook Medical Company donates $470,000 for Pharmacy research and scholarship". www.science.nus.edu.sg. Retrieved 19 November 2024.{{cite web}}: CS1 maint: url-status (link)
  29. ^ "Business leader gives to advance research into ageing". www.science.nus.edu.sg. Retrieved 19 November 2024.{{cite web}}: CS1 maint: url-status (link)
  30. ^ Neo, Lim Soon (28 December 1988). "Making medicine for the masses". The Business Times.
  31. ^ "Sold fake brand oil". The Straits Times. 27 June 1981.
  32. ^ 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.
  33. ^ "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.
  34. ^ Axe Brand (SG) (20 July 2021). "Facebook". www.facebook.com. Retrieved 27 September 2024.
  35. ^ "ST explains 'unfortunate juxtaposition' of Axe Brand ad, says media buy booked in advance". Marketing-Interactive. 21 July 2021. Retrieved 27 September 2024.
  36. ^ bellaella (20 July 2021). "Yep, I've worked for…". r/singapore. Retrieved 27 September 2024.
  37. ^ "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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