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AXE® Continues the Find Your Magic Initiative with Launch of "Senior Orientation"

John Legend and Carlos Andrés Gómez kick off program to promote inclusive masculinity in high schools

AXE® Continues the Find Your Magic Initiative with Launch of "Senior Orientation"

ENGLEWOOD CLIFFS, N.J., Aug. 24, 2017 /PRNewswire/ -- The high school experience can be painful. The atmosphere of the hallways, locker rooms, parties and social media channels often push insecurities to the forefront as young guys struggle to figure out who they are within the confines of "who they're supposed to be."

This pressure to conform can churn out unhealthy thoughts and behaviors. In fact, of the young guys who find themselves facing this inner turmoil, 81 percent turn to bullying, 71 percent to sexual harassment and 51 percent experience depression*. To help empower young guys to confidently embrace their true selves, AXE announces "Senior Orientation," a program dedicated to bringing a message of self-expression and inclusivity directly to high school students.

Through a custom curriculum and series of performances, seniors will be encouraged to foster an environment of inclusive masculinity. Co-developed with AXE by masculinity expert, poet and author Carlos Andrés Gómez, and featuring award-winning musician and activist, John Legend, the program will rally seniors to take a mentorship role with underclassmen that shows them there's no one way to "be a man." Both Legend and Gomez will also help select and mentor students to perform at Senior Orientation to express their own unique voices to their school.

"Finding the courage to express your truest self is a crucial part of growing up and being the best person you can be. I'm proud to continue working with AXE to help young guys find their magic," said Legend. "We want to encourage guys to be open and creative, to embrace their individuality and to conquer their fears. While there's so much pressure to fit in, the greatest find a way to stand out."

Senior Orientation will take place this year at Centennial High School in Columbus, Ohio – close to Legend's hometown – and is open only to Centennial students. As part of the Columbus City School District, Centennial's administration and students are proud of fostering a culture of encouragement to self-expression. The school is now eager to take it even further with the AXE Senior Orientation program.

"Society conditions guys to puff out their chests and pick on the kid who doesn't conform to the mold," said Gómez. "They think – that guy over there plays the flute, does ballet or has a lisp, it's ok if I make his life miserable. They think being the bully makes them 'look cool,' but it's really just trying to fit in at all costs. Or they think disrespecting girls will make them more of a man. It was the same when I was in high school, and I still see it with the kids I work with today."

"As a men's grooming brand, AXE has always been about helping guys feel more confident," said Dawn Hedgepeth, Senior Director of US Deodorants & Male Grooming at Unilever. "The truest source of confidence is the freedom to embrace and express your truest personal style, down to the very fibers of your DNA. We absolutely owe it to our guys – and the women in their lives – to champion a more inclusive world where this is possible. There's no place today more in need of this than our high schools."

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 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, Home Care, Personal Care and Refreshment products with sales in more than 190 countries and reaching 2.5 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, Dollar Shave Club, Dove, 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, Seventh Generation, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY, 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 $9 billion in sales in 2016.

The Unilever Sustainable Living Plan commits to:

  • Helping more than a billion people take action to improve their health and well-being by 2020.
  • Halving the environmental impact of our products by 2030.

  • Enhancing the livelihoods of millions of people by 2020.

Unilever ranked number one in its sector on the 2016 Dow Jones Sustainability Index. 

For more information on Unilever U.S. and its brands visit: 

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


Josh Barnes
(212) 729-2172

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