AXE Showerpooling encourages Action of Water Conservation

New Survey Reveals the Good, the Bad and the Dirty About Showering Habits in the U.S.

Englewood Cliffs, NJ (September 18, 2012) - Here’s a splash of cold water: a recent survey conducted by AXE found the average shower taken by an 18-24 year old in the U.S. lasts more than 17 minutes, a full nine minutes longer than the optimum shower time recommended to conserve water1

While generally not top of mind, people’s water use habits play a big role in determining their personal environmental footprints. AXE Shower is launching “Showerpooling,” a campaign to educate guys and girls on the importance of water conservation in the U.S. and how everyone can save water by taking small actions in their everyday lives.

The Showerpooling campaign encourages guys and girls to make sustainable living routine, have fun while doing it and recruit their friends to join in on the action. The campaign includes tongue-in-cheek animated videos narrated by Twilight actress and AXE ambassador, Nikki Reed; an online pledge to save water; and a campus tour through which AXE will distribute 7,000 water-efficient Delta® showerheads with H2Okinetic™ Technology. AXE Shower is also donating $100,000 to the Alliance for Water Efficiency, a non-profit organization dedicated to the efficient and sustainable use of water, to fund conservation research projects and provide technical support to water-stressed cities.

“Seventy percent of the earth’s surface is covered by water, but less than one percent of this is available for human use,” said Mary Ann Dickinson, President and CEO of the Alliance for Water Efficiency. “Water supplies are finite and it’s crucial that young people are educated about this issue so we can work to conserve this precious resource.”

To better understand 18- to 24-year-olds’ water consumption habits, AXE surveyed more than 1,900 guys and girls across the country. The good news is that many are already actively saving water:

  • 65 percent already have or want to install a water-efficient showerhead, which can use 20 to 35 percent less water than an industry standard showerhead.2
  • 64 percent rarely or never keep the water running while brushing their teeth, which can save eight gallons per day.3

However, the survey results revealed that there is much room for improvement, as just 1 percent of guys and girls keep their showers to the optimum length of five minutes or less4. In fact, 40 percent of respondents spend more than 20 minutes per shower!

“AXE users and fans are passionate about environmental issues, including water conservation,” said Rob Candelino, Vice President of Unilever’s U.S. Skincare business. “We’re thrilled to be giving these guys and girls a chance to take action on a cause that is extremely important now and will be to future generations as well.”

Here’s how to join the Showerpooling cause:

  • Visit to get simple water-saving tips, take the Showerpooling pledge, and enter for the chance to win a water-efficient showerhead and other “green”-themed prizes
  • Attend one of the stops on AXE’s Showerpooling Campus Tour for a chance to win a free Delta® water-efficient showerhead with H2Okinetic™ Technology and participate in fun challenges for prizes
  • Attend one of the stops on AXE’s Showerpooling Campus Tour for a chance to win a free Delta® water-efficient showerhead with H2Okinetic™ Technology and participate in fun challenges for prizes o Kickoff event is October 2nd at the University of Southern California o Follow the AXE social media hubs to get the full schedule of all stops on the campus tour
  • Go to to view animated Showerpooling videos


1National survey of 1,901 guys and girls 18-24 conducted by Harris-Poll July and August 2012; according to the Alliance for Water Efficiency, the average shower duration in America is 8.2 minutes; to maximize water saved, the Alliance for Water Efficiency recommends limiting shower time to five minutes

2The Delta® 52659-PK model showerhead with H2Okinetic™ Technology uses 20 percent less water than a non-water-efficient showerhead

3The Environmental Protection Agency’s “Simple Steps to Save Water

4To maximize water saved, the Alliance for Water Efficiency recommends limiting shower time to five minutes

About AXE

AXE, a leader in men’s care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men’s grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant bodysprays, AXE is the largest men’s deodorant brand in the U.S.

The brand’s mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit

About Alliance for Water Efficiency

The Alliance for Water Efficiency is a non-profit organization dedicated to the efficient and sustainable use of water. Headquartered in Chicago, the Alliance serves as a worldwide advocate for water efficient products and programs, and provides information and assistance on water conservation efforts. More information is available at and

About Delta Faucet Company

There is a philosophy at the heart of every Delta® product: there is a better way to live with water. It goes beyond excellent design to incorporate smart thinking that anticipates people’s needs. From proprietary TOUCH2O® Technology that turns faucets on and off with just a touch to H2Okinetic™ shower technology that uniquely shapes the water to create larger water droplets that retain heat longer for a more drenching shower experience, Delta products incorporate thoughtful features that delight. 

Paired with beautiful, inspirational design, it’s another way that the Delta® brand is more than just a faucet. Named 2011 WaterSense® Manufacturer Partner of the Year by U.S. Environmental Protection Agency, Delta Faucet Company is a worldwide leader in faucets and related accessories and sells products in more than 53 countries. For more information, visit

About Masco Corporation

Masco Corporation (NYSE: MAS) is one of the world’s largest manufacturers of brand-name consumer products for the home and family, including Behr® paint; Delta® and Hansgrohe® faucets, bath and shower fixtures; KraftMaid® and Merillat® cabinets; and Milgard® windows and doors. Masco is also a leading provider of services that include the installation of insulation and other building products through Masco Contractor Services. Visit for more information on the Masco family of brands.

Cynthia Negron/Edelman


David McKenzie/Edelman


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