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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Axe Shower: Unilever launches Axe Skin Contact, a line of three products ($3.99 apiece) that contain natural ingredients "to leave guys' skin hydrated, smooth and pure," firm says. Hydrating Shower Gel is formulated with aloe vera and features "notes of black licorice and glazed grapefruit that make the woody-based blend of cedar wood, liquid amber and Tonka beans creamy and moisturizing." Smoothing Shower Scrub exfoliates and energizes with cactus milk and "leaves behind a clean and fresh finish" owing to frozen tomato leaves combined with ginger candy and green melon notes - "so she'll keep coming back for more" - while Purifying Shower Gel indulges skin with tea tree essence, along with eucalyptus, frozen mango, tangerine juice and black lime, "leaving it so pure she'll think she's the first to touch it," notoriously risqué brand says. Axe's first shower gels rolled out roughly two years ago (1"The Rose Sheet" March 7, 2005, p. 6)...

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