July 31, 2017
AXE® "Clears the Air" on Confusion Between Body Sprays and Dry Sprays
So, first things first ? body spray. What does it do and how should you use it? Look closely at the package, and you'll notice it's called "Daily Fragrance" (a.k.a. body spray).
In other words, body spray has super powers ? and with great power comes great responsibility. Spray responsibly and help keep the air clear. No need to blast the whole can at once. Simply "throw a 7 on it," meaning a quick spray in the shape of a "7" across your chest and stomach for as long as it takes to say the word "AXE" (and not "AAAAAAAAXE"). Trust us, your crush, classmates, teachers, janitors, bus drivers, lockers, bookbags, and even the flies in the cafeteria will respect your subtle freshness.
Okay, so then what is dry spray? Officially known as "AXE Antiperspirant Dry Spray," it goes under your armpits to keep you dry for up to 48 hours. Use it just like you would an antiperspirant stick. It's your personal fullback blocking the sweat before it reaches the skin.
To help spread the word, AXE enlisted YouTube comedian and musician Rudy Mancuso, and rapper Kap G to show guys everywhere how to #sprayresponsibly. Ahead of the new school year, Rudy and Kap G ? along with Miles Hampton, Zack Naegeli, Skyler Seymour and Joe May ? will take to their social channels with new, exclusive content to help guys stay fresh and dry on the daily.
"From stressing over exams to sweating in gym class, AXE knows young guys need a little help to stay fresh and dry," said Dawn Hedgepeth, Senior Director of U.S. Deodorants & Male Grooming, Unilever. "As it turns out, they also need help figuring out the best way to use AXE sprays. We're excited to be working with such an influential group of guys, who will help us 'clear the air' with their millions of followers as they head back to school."
In addition to learning how to spray from our influencers, check out the latest AXE commercial that showcases the right way to spray. To learn more about AXE and its products, visit www.axe.com and follow AXE on Twitter, Instagram, Facebook and YouTube. And be sure to join the #sprayresponsibly conversation on social.
*Ipsos Body Spray Drivers and Barriers, 2017 or Ipsos, 2017
*Source Euromonitor International Limited; Beauty and Personal Care 2015ed, Men's Deodorants & Mass and Premium Men's Fragrances retail value sales combined, as per umbrella brand name classification, 2014; Lynx includes all AXE/Lynx/Ego sales
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