Stop Shampooing Like A Six Year Old

AXE Hair reveals Hair Prime, urging guys to live their formative hair years to the fullest

Aug 14, 2015, 08:05 ET from Unilever United States, Inc.

ENGLEWOOD CLIFFS, N.J., Aug. 14, 2015 /PRNewswire/ -- There is a certain time in a guy's life when his hair is really good, when it looks and feels the best it ever will. This is his Hair Prime, and many guys are wasting it by using the same type of shampoo their mom bought for them years ago. In order to help guys recognize and celebrate this crucial time, AXE Hair is urging guys to make the most of their hair prime now, by using a shampoo that's specifically designed for men's hair care needs.

AXE Hair uncovered that a surprising 94% of guys say they use shampoo for "basic washing,"1 and are missing out on all the benefits the right shampoo can provide. Guys deserve to have the best hair they can, but using the same products from childhood just doesn't cut it anymore, they need a shampoo made with the specific needs of men in mind AXE Hair's full line of shampoos are formulated for guys to give them the confidence to maximize every day.

To help show guys across the country what living your Hair Prime to the fullest looks like, AXE Hair has enlisted the help of one of the greatest heads of hair in his generation, professional baseball player Matt Harvey. With his dominance on the mound and as a man about town in New York City, Matt knows what it takes to look and feel his best off the diamond.

"I wear a baseball cap everyday, so my hair goes through a lot. When I am off the field, I like to make sure I'm treating my hair right," says Harvey. "With the help of AXE Hair, I am able to have healthy, full hair that makes me look and feel great."

With over 70% of guys surveyed saying they use "whatever shampoo they've always used,"2 many guys are not receiving the proper benefits they need from their wash and care routine. Regardless of whether he is in his Hair Prime or not, using the right shampoo, made specifically for him, is the first step in getting the best hair possible.

"As the #1 brand in men's hair sales, AXE tailors a wash and care routine specifically designed for guys," said Rob Candelino, Vice President of Marketing, Haircare for Unilever. "The range of AXE Hair shampoos helps guys with many key issues unique to men's hair, so they can look and feel confident as the best versions of themselves."

AXE Hair shampoos have various benefits designed for guys and their different hair needs.

  • AXE Jacked Up Thickening Shampoo is ideal for fine and thin hair to make it look full and more voluminous
  • AXE Max Hydrate Shampoo is infused with kukui nut extract and cleanses the scalp while keeping your hair hydrated
  • Armor Anti-Dandruff Shampoo + Conditioner helps control dandruff and fight flakes with zinc pyrithione while leaving your hair feeling fresh
  • AXE Total Fresh 3 in 1 Shampoo + Conditioner + Body Wash provides guys with an all-over reinvigorating and fresh feeling from head to toe
  • AXE Dual 2-in-1 Shampoo + Conditioner gives a balanced level of cleansing and moisture

To find out more about the entire line of AXE Hair Shampoos and other AXE Hair products visit   

About AXE®

With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE helps give guys the edge to feel their best. In addition to being the #1 men's grooming brand*, AXE is a lifestyle brand that engages guys and girls with unique experiences like no other brand can.

Visit AXE at  and follow us on Twitter, Instagram, Tumblr, and Facebook to get access to exclusive content, special promotions, and more. 

*Based on volume of men's grooming products sold (excluding shaving hardware): Total US Market for Men's Grooming Products 52 weeks ending November 23, 2013

About Unilever United States, Inc.

Unilever is one of the world's leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemme 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 approximately $8.5 billion in sales in 2014.

Unilever's Sustainable Living Plan (USLP) aims to double the size of its business, while reducing its overall environmental footprint and increasing positive social impact. The USLP is Unilever's strategic response to the challenges businesses face operating in an uncertain and volatile world. See more on the Unilever Sustainable Living Plan at

Unilever ranked number one in its sector on the 2014 Dow Jones Sustainability Index.

All of Unilever's global factory network, as well as its US non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status.

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Alexander Jacobs / Edelman



1 Source: 2012 Unilever Apathy Survey
2 Source: 2015 Mobilever CMI Shampoo Insights

SOURCE Unilever United States, Inc.