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.”
Check out AXE Hair’s latest film titled “Not Just a Pretty Hairstyle”.
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.
*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
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