AXE® Celebrates Creativity with “Shower Thoughts” Video Series
Launches New AXE Black Body Wash with Relaxing Fragrance for Body and Mind
PR Newswire – ENGLEWOOD CLIFFS, N.J. (March 24, 2016)
AXE®, the No. 1 male Body Wash brand in the world*, is highlighting the creative thinking guys do in the shower with the new AXE Shower Thoughts video series. Each video shows how the shower – when combined with the calming fragrance of new AXE Black Body Wash – is more than just the place they get clean. It’s where guys can unwind, recharge, and reconnect with their true selves to foster original and creative ideas.
In fact, 91% of guys agree that the shower helps them feel calmer and more relaxed, while 78% agree that they can think more clearly in the shower than anywhere else.**
“In a busy world that moves nonstop, guys need a moment to reflect and let their minds open up to a world of possibilities,” said Carlos Andrés Gómez, AXE spokesperson on masculinity and individuality as well as author of Man Up: Reimagining Modern Manhood. “The shower can become a safe haven where guys can get in touch with their own brand of creativity and work up the courage to express themselves freely.”
AXE Shower Thoughts video series champions these relatable truths and brings them to life in the areas of sports, music and personal style. Each story is a distinct take on how this important daily ritual can help guys embrace the passions that make them unique.
Starting today, fans can see the first of three AXE Shower Thoughts videos, which features pro basketball icon Muggsy Bogues showing there’s no one-size-fits-all approach to brilliance on the court. In the subsequent videos, actor/musician/YouTube personality Chester See discovers that the tuba is the coolest instrument around, while Pretty Little Liars regular Brendan Robinson shows how standout style can make all the difference.
With the AXE Shower Thoughts video series, AXE continues the conversation around self-expression, authenticity and individuality that it ignited with its new point of view on masculinity – “Find Your Magic.”
Be sure to check out the AXE Shower Thoughts video series at YouTube.com/AXE and share with friends using #AXEShowerThoughts.
NEW AXE Black Body Wash
AXE Black Body Wash features a refined fragrance, relaxing your body and mind so you can explore your unique shower thoughts. Developed by iconic fragrance expert Ann Gottlieb, AXE Black is infused with bergamot and frozen pear notes, finishing with the addictive warmth of moss and cedarwood.
AXE Black Body Wash is available in 16 fl. oz. at most food, drug, and mass retail outlets nationwide, and has a suggested retail price of $3.99.
*Source: Euromonitor International Limited; Men’s bath and shower retail value sales, 2014. Lynx includes all AXE/Lynx/Ego Sales
**Based on a survey conducted by Kelton, a leading global insights company, on behalf of AXE sampling 1,083 Nationally Representative American Men ages 18-34
With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE helps give guys the edge to feel their best. AXE is a lifestyle brand that engages guys and girls with unique experiences like no other brand can.
About Unilever United States, Inc.
Unilever is one of the world’s leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries and reaching 2 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, Dove personal care products, Fruttare, 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, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, 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 $8.5 billion in sales in 2015.
Unilever’s Sustainable Living Plan (USLP) commits to:
- Decoupling growth from environmental impact.
- Helping more than a billion people take action to improve their health and well-being.
- Enhancing the livelihoods of millions of people by 2020.
Unilever ranked number one in its sector on the 2015 Dow Jones Sustainability Index.
The entire Unilever global factory network, as well as its U.S. non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
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