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J.J. Watt launches into off-season with AXE Hair

Defensive Player of the Year Contender Gets Extreme Spiked Up Mohawk to Match His High-Flying Play on the Field

New York, NY(January 30, 2013) — After hanging up his helmet for the season, defensive end J.J. Watt partnered with AXE Hair to up his game off-the-field by transforming his signature clean-cut look into a Mohawk. Watt, who will be rocking his new spiked up look for the first time at the big game in New Orleans, used AXE Hair Spiking Glue to get his new style and AXE Hair Extreme Hold Spray to keep it in place.

“I’ve always done my hair pretty much the same, so this is a completely different look for me,” said Watt. “I probably never would have gone for an extreme style like a Mohawk on my own, but with all of the different AXE Hair styling products, you can pretty much get any look you want.”

In a recent survey, AXE Hair found that 66% of girls think a guy’s hairstyle can make him more attractive, which proves that great hair really does give guys an edge.* And according to a recent Facebook poll, AXE fans chose the Mohawk as their favorite style.** To achieve J.J.’s look, the following products were used:

  • AXE Spiked Up Look Spiking Glue provides extra strong hold for a matte, spiked up look. Gives the touchable strong hold that guys want without all the hardness that girls hate
  • AXE Spiked Up Look Extreme Hold Spray helps create more extreme spiked up hairstyles for men and can be used as a finishing spray

But no matter what look guys are going for – whether it’s a messy, clean-cut or spiked-up look – AXE Hair has the styling product for them. 

Re-launched this year, the new line of styling products includes AXE Messy Look Gravity-Defying Dust, AXE Messy Look Styling Gum, AXE Clean-Cut Look Wet Shine Gel and AXE Anti-Dandruff Styling Cream. In addition to styling products, the new line also includes innovative must-haves for busy guys, such as AXE Reset Waterless Foam Shampoo, which removes grease and oil for a clean refreshed look on the-go, AXE Total Fresh 3-IN-1 Shampoo + Conditioner + Bodywash and AXE Apollo 2-IN-1 Shampoo + Conditioner.

In support of J.J.’s transformation, the brand is making a $50,000 donation to the Justin J. Watt Foundation. Watt’s namesake organization is dedicated to providing after-school opportunities to students at middle schools with insufficient funding for after-school athletic programs, or no after-school athletics whatsoever.

Be sure to visit the Hair tab on www.facebook.com/AXE to get your own spiked-up look and learn more about the new line from AXE Hair as well as share your thoughts on J.J. Watt’s new gravity-defying look.

AXE Hair products are available at most food, drug and mass retail outlets. AXE Hair Shampoos are available for a suggested retail price of $4.89 and AXE Hair Styling Products are available for a suggested retail price of $6.98.

*Study conducted by AXE Hair and Harris-Poll in 2012; surveyed 1,000 18-24-year-old guys and girls

**According to a Facebook poll conducted on the AXE brand Facebook page in December 2012

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 body sprays, 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 body sprays, AXE is the largest men’s deodorant brand in the U.S.

The brand’s mission is to help give guys confidence with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com

About Justin J. Watt Foundation

The Justin J. Watt Foundation’s mission is to provide after-school opportunities for children in the Wisconsin and Houston community to become involved in athletics, so that they may learn the basic character traits of accountability, teamwork, leadership, work ethic and perseverance while in a safe and supervised environment with their peers.

David McKenzie/Edelman

212.704.8295

david.mckenzie@edelman.com

Rich Small/Unilever

201.894.7890

richard.small@unilever.com

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