The brand portals (www.thelynxeffect.com and www.axeeffect.com) showcase new and archived creative content devised for the brands.
The company said it hoped the new portals would act as focal points 'for creativity across Europe'. All future campaign work will be housed on these portals and visitors can view the brand's most recent activity, including footage from TV ads.
Content includes work such as the microsite for the Touch Fragrance and viral executions such as the Lynx Lips 'Say it baby, say it' promotion. Users can download and forward clips, and vote on their favourite campaigns online.
The sites target consumers but double as a resource for international Lever Faberge brand managers by demonstrating the benchmark for best creative practice, the company said.
Mike Sheldon, European brand manager at Lever Faberge, said: "These portals have a fresh creative approach, and focus on what Axe is known for - surprising hits of entertaining content - held together by an innovative and visually appealing navigational system."
The portals were developed by digital agency Dare, also behind the Lynx Pulse online campaign, winner of this year's Revolution Creative Award. This featured the Pulse dancing logo, translated from the TV ad by agency Bartle Bogle Hegarty.
Flo Heiss, Dare's creative director, said: "These sites set the standard for the brands online."
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