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AXE® Launches Find Your Magic Initiative


Average read time: 7 minutes

New campaign "Is It Ok For Guys?" addresses tough questions guys have asked on Google search

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ENGLEWOOD CLIFFS, N.J., May 17, 2017 /PRNewswire/ -- Man up! Quit crying! Don't be such a sissy! These are the type of behaviors 72 percent of guys have been told make them a real man*. The pressures caused by these rigid notions of manhood result in fear, anger and frustration. Moreover, 59 percent of guys believe they should act strong even if they feel scared, and nearly half think they shouldn't ask for help with their personal problems*.

This internal struggle can contribute to bullying, violence and even suicide. As a champion of self-expression, AXE believes there's no one way to be a man and is launching The Find Your Magic Initiative to address this important issue.

Building on the brand's "Find Your Magic" point-of-view that self-expression is key to confidence, this initiative aims to help break the cycle of toxic masculinity by providing guys with resources to live more freely. AXE intends to reach men and women with this message of confidence and individuality to further ignite the growing cultural conversation and create a healthier, more equal world for everyone.

The Find Your Magic Initiative kicks off with a new film as part of its "Is It Ok For Guys?" campaign that highlights the tough questions with which guys privately struggle before turning to Google search for guidance. Questions like "is it ok for guys to be emotional," "wear pink" or "wear makeup" are examples of real searches that inspire the film.

AXE is also collaborating with influencers to address these topics by sharing their own experiences and answering the question #isitokforguys. These personal stories will be told by Hunter KlugkistWilliam HaynesJosh PeckRyan McNulty, and Wes Armstrong, among others.

AXE has also partnered with three non-profit organizations – Promundo, The Representation Project and Ditch the Label – to dive deeper into the causes and effects of the issue, drive wider awareness among both men and women, and help provide young guys with tools to be their most authentic selves. Respectively, AXE:

  • Commissioned a study from research experts Promundo to better understand the challenges and pressures young guys face as the result of masculine stereotypes.
  • Sponsored the "Unmasked" campus tour, enabling The Representation Project to bring screenings of its film "The Mask You Live In" to young men and women across the country.
  • Worked with Ditch the Label, an anti-bullying organization, to create a new digital network that supports guys struggling with toxic masculinity through a unique online community.

"Last year AXE asked guys to 'find their magic' and express what truly makes them an individual," said Rik Strubel, Global Vice President, AXE. "But we can't just tell guys to be themselves without addressing the underlying cultural issues and restrictive definitions of manhood holding them back in the first place. It not only hurts guys, it hurts everyone."

AXE is dedicated to helping you #FindYourMagic. To learn more about the Find Your Magic Initiative, "Is It Ok for Guys?" and AXE partner activities, visit

Adam Bricault
(212) 819-4801

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:

To connect with Unilever U.S. via Facebook visit:

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

About Promundo

Founded in Rio de Janeiro, Brazil in 1997, Promundo works to create a world free from violence by engaging men and boys in partnership with women and girls. Promundo's offices in the United States, Brazil, and Portugal, and its affiliate in Democratic Republic of the Congo, collaborate to achieve this mission by conducting applied research that builds the knowledge base on masculinities and gender; developing, evaluating, and scaling-up gender transformative interventions and programs; and carrying out national and international advocacy to achieve social justice.

About The Representation Project

Using film and media as catalysts for cultural transformation, The Representation Project inspires individuals and communities to challenge and overcome limiting stereotypes so that everyone, regardless of gender, race, class, age, religion, sexual orientation, ability, or circumstance, can fulfill their human potential.

Jennifer Siebel Newsom founded The Representation Project (a 501c3) in 2011 in response to the overwhelming public demand for ongoing education and social action in support of her first film, Miss Representation. Since then, The Representation Project has released Newsom's second directorial film, The Mask You Live In, and become well known for creating popular campaigns such as #NotBuyingIt, and #AskHerMore. Learn more at

About Ditch the Label

Ditch the Label is an international anti-bullying charity and one of the leading anti-bullying charities in the UK.

Each month, the charity support thousands of young people through the Ditch the Label online community on their website. They also work with social networks and online games to help those who are being bullied and those bullying others. Experts on bullying within the digital space, Ditch the Label were one of the first anti-bullying charities in the UK to research and understand cyberbullying. They work closely with schools and colleges, producing some of the largest research papers on the topic of bullying and associated behaviours in the world.

Ditch the Label founder and CEO Liam Hackett sits on the government's Growing Up Digital taskforce and has represented the anti-bullying sector in The White House, the UN and across other international Governments.

The charity take an innovative approach to research and interventions, focussing attention on prevention of bullying in addition to offering support to those who have been bullied.

Ditch the Label helps over 200,000 young people each year in the UK alone. They have recently extended their support service to the US and Mexico. Ditch the Label have recently launched a new digital support platform that provides instant advice and help for young people who are experiencing bullying or associated problems relating to a wide range of issues including mental health, body image, sexuality and hate crimes.

Young people, parents or guardians impacted by bullying can get support directly from Ditch the Label at

*Source "The Man Box," a research study by Promundo for AXE/Unilever, of just over 1,000 men age 18-30 in the U.S, U.K, and Mexico. Released in March 2017.

SOURCE Unilever North America

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