July 31, 2017

AXE® "Clears the Air" on Confusion Between Body Sprays and Dry Sprays


ENGLEWOOD CLIFFS, New Jersey, July 31, 2017 /PRNewswire-HISPANIC PR WIRE/ -- According to research, 64% of young guys think body spray and antiperspirant dry sprays are the same thing*.  Fact check ? they're not. With 1 in 2 guys thinking that they should apply body spray to their underarms,* enough is enough! AXE wants to clear the air on the right ways to spray.

Video - http://www.youtube.com/watch?v=11sA19KCxL8&spfreload=5

Photo - http://mma.prnewswire.com/media/540651/AXE Gold AP Dry Spray.jpg

Photo - http://mma.prnewswire.com/media/540653/AXE YOU Body Spray.jpg

Logo - http://mma.prnewswire.com/media/540652/AXE Logo.jpg

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

PRESS CONTACT
Matt Kochis
Matt.Kochis@edelman.com 
(212) 704-4506

About AXE®
AXE, the No. 1 men's fragrance brand in the world*, champions individuality and self-expression by encouraging guys to embrace their personal style. With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE gives guys the tools to express what makes them unique, authentic and ultimately attractive to the world around them. Visit AXE at AXE.com and follow us on TwitterInstagramTumblr, and Facebook to get access to exclusive content, special promotions, and more.

*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

About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Home Care, Personal Care and Refreshment products with sales in more than 190 countries and reaching 2.5 billion consumers a day. In the United States, the portfolio includes brand icons such as Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Seventh Generation, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever employs approximately 8,000 people in the United States ? generating more than $9 billion in sales in 2016.

The Unilever Sustainable Living Plan commits to:

  • Helping more than a billion people take action to improve their health and well-being by 2020.
  • Halving the environmental impact of our products by 2030.
  • Enhancing the livelihoods of millions of people by 2020.

Unilever ranked number one in its sector on the 2016 Dow Jones Sustainability Index.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com 
To connect with Unilever U.S. via Facebook visit: www.facebook.com/unileverusa 
To connect with Unilever U.S. via Twitter follow: @unileverusa 

SOURCE AXE

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