NEW YORK,NY–(HISPANIC PR WIRE)–August 20, 2002–Ah, the sweet smell of success is here for guys. The success in knowing the ladies’ heads now will be turning at the new scents of young men across North America from Vancouver to Miami. Today marks the U.S. and Canadian unleashing of AXE, the world’s No. 1 male deodorant brand, used by young men all over their bodies to fight B.O. and keep them smelling great all day, every day, so they are free to concentrate on more important things – like girls.
“We all have experienced how harsh the dating game can be for guys. But now, guys here are beginning to realize that grooming is a very effective way to get noticed by girls,” says Diggi Thomson, AXE North American brand director. “In fact, millions of guys around the world have made AXE integral to their grooming and dating arsenals for years because of the AXE Effect-when guys wearing Axe seem to become more interesting and attractive to young women, with some surprising, exciting and humorous results.”
“NOT YOUR GRANDFATHER’S OLD STICK”
The global popularity of AXE is powerful and growing even in countries where it has been an established brand for a decade or more. AXE is sold in 60-plus countries, more than any other male deodorant brand. Guys, in Europe, women make half of AXE purchases. Someone knows what smells good on a guy.
In a recent survey, young men in the U.K. ranked AXE as a brand “for them” (59%) – up with Nike (50%), PlayStation (45%) and Levis (29%). Additionally, one out of two young men in the U.K. has at least one can of AXE in his medicine cabinet.
REACH FOR AXE, AND YOU SHALL RECEIVE
“Male grooming is booming. Young men spend an average of 51 minutes every day in the bathroom getting ready and they also are the only age group to spend more on fashion and grooming in 2001 than 2000,” says Jane Buckingham, founder and CEO of Youth Intelligence. “Men’s magazines now emphasize fashion, peers compare brands of jeans and girls ‘shop’ for stylish guys. Axe’s arrival gives young men in the United States and Canada the opportunity to use a deodorant product that’s more for them and doesn’t smell like something they pulled out of their grandfather’s medicine cabinet.”
According to a recent U.S. AXE Effect Survey, less that one of five guys worry about how they smell when they get close physically with a girl. That tragic mistake is even more shocking when you consider that women cite odor as the No. 1 deal breaker when considering a guy for a date. Fellas can spend all the time and money in the world on clothes and appearance, but if there’s odor-it’s game over.
Guys, love only stinks if you do.
Eighty-three percent of the guys and 70 percent of the women in The AXE Survey agree that women hold the cards when it comes to dating. In other words, every night is ladies choice. It is more important than ever for a guy to know what’s going to turn a woman on – or he’s going to ride the pine all night. (if that’s to racy – can go with “or he’s sitting on the bench/or he’s not even getting into the game…)
THE NOSE THAT LAUNCHED A THOUSAND SNIFFS
One of AXE’s not-so-secret weapons-and a key to the brand’s success-is the contribution of world-renown fragrance specialist Ann Gottlieb. Most people probably don’t know her name, but most everyone has smelled her work. She’s “the nose” behind the creation of CK One and other global olfactory mega-hits. Gottlieb has developed many of AXE’s fragrances, including the premiere line-up that is being launched in the U.S. and Canada.
“Young men and women are extremely conscious of, and often defined by, the fragrances they wear,” says Gottlieb. “As we continue to add new fragrances to the worldwide AXE line of deodorant bodysprays annually, we develop scents that young men want to wear and that appeal to women. In fact, we define the AXE fragrances by personality. For example, Orion has the energy of a guy into extreme sports, while a Kilo guy is more ‘ambery’ and warm, a guy who likes the outdoors.”
THE AXE INVASION
The North American launch activities and marketing support includes: award-winning global advertising, cinema advertising, a wild helicopter delivery of the first North American cases of AXE; a FHM magazine welcome AXE bash at a trendy Manhattan nightclub; a cross-country AXE Casting Coach tour where guys can audition to be the first American AXE Guy; AXE sponsorship of select MTV Video Music Awards events; and creative interactive programming with http://www.liquidgeneration.com and http://www.TheAxeEffect.com
AXE is available at food drug and mass outlets at a suggested retail price of between $3.99 and $4.99. AXE comes fully loaded in funky black cans and six masculine fragrances: Apollo, Kilo, Orion, Phoenix, Tsunami and Voodoo. These irresistible scents provide the multi-tasking that more and more young men want: deodorant protection and fragrances to reflect their personalities and moods.
Edelman Diversity Solutions