Unilever Unveils Relaunch of AXE Bodysprays
18 April 2007 - 3:00PM
Business Wire
AXE, the pioneering male grooming brand that revolutionized the
industry with the introduction of its line of bodysprays in the
United States in 2002, is changing the game once again with a
reinvented bodyspray line that includes a sleek new look, improved
fragrances and a refreshing and entertaining new marketing
campaign. Since introducing AXE to the U.S. in 2002, AXE quickly
became the leading male brand in the anti-perspirant/deodorant
category and received its highest ever share to date (17.8 share)
in the final quarter of 2006. In the latest 12-week period, AXE
outsold its nearest bodyspray competitor by 76 percent1. �While
several brands have followed in our footsteps in recent years and
we are flattered by the imitation, we understand that our guys know
AXE is the original and will continue to be the leader in the men�s
anti-perspirant/deodorant category,� says Sam Chadha, Director of
Anti-Perspirant/Deodorant at Unilever Home and Personal Care.
�While competitors are scrambling to play catch-up, AXE is leading
with innovation�again.� One of the important ways AXE maintains its
success is by continually surprising 18-24 year-old guys with new
products, new entertainment vehicles and a new perspective on the
mating game. With a focus on delivering innovation and fresh
thinking, the relaunch of AXE comes on the heals of several new
offerings from the brand, including the launch of AXE Shower Gels
in 2005 and its first premium Eau De Toilette, AXELab, in 2006. In
addition, AXE introduces an average of one new fragrance to its
bodyspray line every year and retires certain fragrances to ensure
guys always have a new option in their mating game arsenal. Brand
Spanking New, From the Inside Out One of the not-so-secret weapons
that AXE uses � and a key to the brand�s success � is the
contribution of world-renowned fragrance specialist Ann Gottlieb,
�the nose� behind many of the most successful prestige fragrances
including ckOne and Obsession. Gottlieb re-formulated and improved
each of the eight AXE bodyspray variants with a focus on creating
more refreshing, contemporary fragrances that help ensure there is
an AXE scent that fits every guy and every occasion. The new AXE
bodysprays also have a sleek new can/packaging design that
incorporates a unique �twist� mechanism to release the spray. The
updated look is the most recent in a series of packaging shifts to
help update the can and make it more gadget-like and therefore more
fun for guys to use. Bringing �Bom Chicka Wah Wah� to Guys
Everywhere AXE, known for its tongue-in-cheek advertising that
helps illustrate the power of The AXE Effect, will introduce a
stimulating new marketing campaign around the relaunch of its
bodyspray line that now offers �Bom Chicka Wah Wah� in every can.
The tagline, a humorous view of the uncontrollable, titillating
reaction girls have around guys wearing the new AXE, will be
brought to life via fully integrated marketing campaign. The AXE
relaunch will use the same kind of aggressive efforts similar to
those successfully implemented globally, including a barrage of
grassroots projects to let guys nationwide experience the new AXE
and see how the added Bom Chicka Wah Wah results in a compelling
new AXE Effect. �We are always searching for new and surprising
ways to connect with 18-24 year-old guys and our new products and
marketing should help keep our product line fresh and engage our
guys in an entertaining way,� says Chadha. �We want guys to test
the new AXE for themselves and see how Bom Chicka Wah Wah gives
them a reliable new wingman in the mating game.� Get It On The
eight fragrance varieties currently available from AXE are
available in all food, drug and mass retail outlets nationwide
beginning in April 2007. Suggested retail price $4.99 (4 oz.).
Eight Fragrances Scent-illating Notes Clix Fresh deep woods scent
combines with cranberry, rhubarb and green citrus. This unique
combo exudes The AXE Effect with a clean and long-lasting masculine
fragrance Essence Modern Oriental fragrance with crisp green fruity
top (green apple, crushed leaves), spicy aromatic heart (thyme, fig
leaves) wrapped in an intimate creamy sensuality Kilo Contrasted
Oriental fragrance composed of masculine aromatic notes (basil and
lavender), vanilla and a warm deep woods scent Orion Aromatic
citrus/fruity fragrance with a transparent watery top note composed
of minty accents, orange flower, geranium and musk Phoenix Classic,
fruity, fresh fragrance with traditional accords composed of
lavender, geranium, citrus and coumarone Touch Woody aromatic,
watery green fragrance with subtle masculinity composed of
watermelon, floral, spices, patchouli and musk Tsunami Zesty, fresh
fragrance composed of masculine aromatic notes (basil and
lavender), warm and elegant woods and rich vanilla Unlimited
Persuasive, unchained fragrance with an aromatic citrus top and a
heart of fresh white thyme oil and coriander mixed with dark woods
and sensual suede For more details on the new AXE, logon to
www.theaxeffect.com. About AXE While AXE is best known for its
deodorant bodyspray, the Unilever-manufactured brand also is
available in an anti-perspirant, deodorant and a shower gel. Axe is
the No. 1 male Anti-Perspirant Deodorant brand in the U.S. The
shower gel, launched in 2005, reached No. 1 status five months
after hitting shelves. The brand�s mission is to help guys get the
girl with fragrances that reflect individual personality and
lifestyle. AXE products are sold in North America at food, drug and
mass outlets with a suggested retail price of $4.99. About Unilever
Unilever [NYSE: UL, UN], one of the world�s largest consumer
products companies, aims to add vitality to life by meeting
everyday needs for nutrition, hygiene and personal care. Each day,
around the world, consumers make 150 million decisions to purchase
Unilever products. The company has a portfolio of brands that make
people feel good, look good and get more out of life. In the United
States these brands include recognized names such as: Axe, �all,�
Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock,
Degree, Dove personal care products, Hellmann's, Lipton, Knorr,
Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave,
Sunsilk and Vaseline. All of the preceding brand names are
registered trademarks of the Unilever Group of Companies. Dedicated
to serving consumers and the communities where we live, work and
play, Unilever in the United States employs approximately 13,000
people in�60 office and manufacturing sites in 24 states and Puerto
Rico � generating nearly $10 billion in sales in 2006. For more
information visit www.unileverusa.com. 1 AC Nielsen, February 2007.
Figures include male/female brands of bodyspray, sticks, deodorants
(reflect 12 weeks ending 2/24/07)
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