Axe moves into skin care

Published: 11-Feb-2013
Male Grooming

Unilever brand diversifies portfolio further


Building on the success of its first hair care line, Unilever’s Axe/Lynx brand is diversifying its portfolio further by launching a skin care line. The line comprises four variants: Axe Chilled; which promises a minty fragrance and an icy sensation; Axe Shield for sensitive skin, designed to calm and comfort skin; Axe Boost, which stimulates and energises tired skin; and Axe Controil, an exfoliating scrub for oily skin. Product wise, the Axe Face range features Axe Face Wash, available in all four variants; Axe Shave Gel, available in Axe Shield and Axe Chilled; and Axe Hydrator, a 2-in-1 post shave gel and moisturiser in the Axe Chilled gel formula and Axe Shield cream formula.

Additionally, the brand is joining forces with Schick and Philips Norelco to offer two new lines of razors and grooming kits designed to complement the Axe Face line. The Axe Schick Razors offer triple-bladed refillable and disposable options, while the Axe Philips Norelco electric range features a Shave & Groom Kit with interchangeable heads.

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