ENGLEWOOD CLIFFS, N.J. — Unilever has expanded its AXE men’s grooming and personal care brand with AXE White Label, which the company describes as a "refined product line" with complex fragrances and sleek packaging for "today’s multifaceted, sophisticated guy."
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AXE White Label includes six items: a dry spray antiperspirant, an antiperspirant solid, a body wash, a two-in-one shampoo and conditioner, a style refresher and a cooling style cream.
The products come in in four fresh scents: Night, Forest, Island and Air.
The innovative, all-white packaging features contoured containers with slick graphics and labeling, which Unilever said "captures the brand’s refined take on a contemporary masculine aesthetic."
Television commercials for AXE White Label are slated to begin airing next month.
A 30-second TV spot titled "Hotel" is scheduled to debut on ESPN during the 2015 College Football Playoff Semifinals on Jan. 1 and during the 2015 College Football Playoff National Championship on Jan. 12.
"Over the years, AXE has pushed the boundaries of male grooming through product innovation and groundbreaking campaigns. White Label is another major leap forward as AXE evolves right alongside our guy," stated Matthew McCarthy, senior director for AXE and men’s grooming at Unilever. "We know today’s guy has high expectations when it comes to looking and feeling his best, and AXE meets these with White Label, an invigorating and refined grooming regime."
