ENGLEWOOD CLIFFS, N.J., March 2, 2017 /PRNewswire/ -- According to search data, guys are more interested in hair than ever before, yet 65%1 either never style or only style on special occasions. To most guys, styling seems over-complicated and they don't want their friends to judge them for 'trying too hard.' 2 But on the special occasions guys do style, 93%3 report feeling more confident.
As the #1 Men's Styling brand4 and thought leader, AXE® Hair wants to help guys feel this confident every day by proving that styling can be a simple skill that is easy to master once they have found the right look. To do this, the brand has enlisted a team of top digital influencers to show guys why styling matters to them, along with launching an arsenal of educational resources to help guys find their best look and start rocking it every day.
Starting today, 30 top male influencers with great style and unique talents across guys' top areas of interest – sports, music, epicurean, gaming, technology, and comedy – will take to their social channels to share how styling helps them look and feel their best every day. They will collectively be known as the AXE Hair Creators, and will show guys why styling has been an important part of their success whether they're a chef known for his unique culinary creations or an ultimate Frisbee sensation.
All March long, the 30 AXE Hair Creators will give guys everywhere a front row seat to their skills and style through co-created digital content, including their very own 'Instagroom' videos that showcase not only why they style every day, but how they get their look. During each day in March, a different AXE Hair Creator will take over the official AXE® Instagram page and answer real guys' questions on styling with the help of AXE Hair's Master Barber, Pedro Rosario.
"Many guys aren't yet convinced they should style their hair every day. In their minds, it's a complicated, time-consuming extra step in the morning that would look overdone," said Piyush Jain, Unilever VP of Hair Care. "We're thrilled to be working with this talented roster of guys to help us prove to their millions of followers that great style is not only easy to achieve - but an important part of their daily routine that has made a real difference in their confidence and success."
While the AXE Hair Creators will tell us why every day styling matters to them, many guys may still be unsure of where to start when it comes to finding their best look and implementing it in to their daily routine. AXE Hair has guys covered with the launch of Instagroom.com/StyleHacks, a digital content hub featuring a three-step quiz that will yield personalized results on the style that suits you best, along with product recommendations, styling tips and video content.
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, 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: 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
1 Source: Edelman Intelligence Survey, April 6-17 2016
2 Source: Edelman Intelligence Survey, April 6-17 2016
3 Source: Edelman Intelligence Survey, April 6-17 2016
4 Source: Full-year 2016 all-outlet unit sales
Elizabeth Harris / Edelman