AXE Hair Proves Every Day Styling Isn’t a Big Deal

Teams up with Noah Syndergaard & Jacob deGrom to encourage guys to express their individuality

Axe - Find Your Magic. AXE Hair Men's Product Decoder

ENGLEWOOD CLIFFS, NJ, (May 26, 2016) - In response to discovering that 65% of guys either never style their hair or only style on special occasions,1 AXE® Hair is sparking a conversation with guys and their friends around every day styling.

AXE Hair believes styling your hair is one of the easiest ways to express your personal style. Yet, while 68% of guys own a hairstyling product and 93% of guys claim to feel more confident when they style their hair, over a third admit they avoid styling altogether because they’re worried their friends will judge them for ‘trying too hard.’2

As a champion for self-expression and individuality, AXE Hair wants to flip ‘trying too hard’ on its head to show guys that every day styling doesn’t have to be a big deal – it’s just an easy thing guys can do to express themselves. So to start the conversation, AXE Hair is teaming up with two guys who aren’t afraid to experiment with their hair: friends and co-starting pitchers Noah Syndergaard and Jacob deGrom.

Throughout the summer, AXE Hair will take fans inside Syndergaard and deGrom’s styling routines and other little-known talents to show guys that they’re not just a pretty hairstyle. After all, no one thing defines you – and styling your hair is just another simple skill that makes you unique.

“We get it, guys don’t want to look like they’re ‘trying too hard.’ My hair is the first thing opposing fans comment on when I pitch,” said deGrom. “But I tune it out and styling is now just part of my daily warmup.”

“Jacob and I are always talking about who has better hair – it’s our thing,” added Syndergaard. “So we’re partnering with AXE Hair to show fans that hairstyling is just an easy thing we do every day to feel confident on and off the field.”

To make daily styling easier for guys, AXE Hair is introducing new product packaging and tools to help guys express their individuality:

  • New Styling Tins: The same product at the same price but in more convenient packaging to make daily styling easier at home, at the gym or wherever guys end up.
  • Men’s Hair Product Decoder: A tool that takes the mystery and complication out of the product formats in today’s market, developed by the #1 US Men’s Styling brand.3
  • Instagroom Series: A series of short, 15-second how-to videos unlock the secrets of grooming & style based on the top questions guys are searching for online.

“As the leader in men’s grooming,4 we believe it’s our responsibility to champion ways that guys can express themselves every day,” said Rob Candelino, Unilever VP of Marketing and General Manager of Hair Care. “AXE wants to inspire guys to show off what makes them unique, authentic and attractive to the world – and styling their hair every day is one of the simplest yet most powerful ways to do that.”

Craft your style at Instagroom.com.

Check out AXE Hair’s latest film titled “Not Just a Pretty Hairstyle” here: https://www.youtube.com/watch?v=BvyegmJBZLE&feature=youtu.be.

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 Twitter, Instagram, Tumblr, 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, 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

To connect with Unilever U.S. via Facebook visit: www.facebook.com/unileverusa

To connect with Unilever U.S. via Twitter follow: @unileverusa

Contact

Caroline Zalla
212.738.6081
Caroline.Zalla@edelman.com



1Source: Edelman Intelligence Survey, April 6-17 2016

2Source: Edelman Intelligence Survey, April 6-17 2016

3Source: Full-year 2015 all-outlet unit sales

4Source: Full-year 2015 all-outlet unit sales

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