Unilever Unveils Relaunch of AXE Bodysprays.

AXE, the trailblazing leader in the male anti-perspirant/deodorant category in the U.S., introduces a brand spanking new and improved line of bodysprays, now with added "Bom Chicka Wah Wah"

CHICAGO -- AXE, the pioneering male grooming brand that revolutionized the industry with the introduction of its line of bodysprays in the United States in 2002, is changing the game once again with a reinvented bodyspray line that includes a sleek new look, improved fragrances and a refreshing and entertaining new marketing campaign.

Since introducing AXE to the U.S. in 2002, AXE quickly became the leading male brand in the anti-perspirant/deodorant category and received its highest ever share to date (17.8 share) in the final quarter of 2006. In the latest 12-week period, AXE outsold its nearest bodyspray competitor by 76 percent1.

"While several brands have followed in our footsteps in recent years and we are flattered by the imitation, we understand that our guys know AXE is the original and will continue to be the leader in the men's anti-perspirant/deodorant category," says Sam Chadha, Director of Anti-Perspirant/Deodorant at Unilever Home and Personal Care. "While competitors are scrambling to play catch-up, AXE is leading with innovationOagain."

One of the important ways AXE maintains its success is by continually surprising 18-24 year-old guys with new products, new entertainment vehicles and a new perspective on the mating game. With a focus on delivering innovation and fresh thinking, the relaunch of AXE comes on the heels of several new offerings from the brand, including the launch of AXE Shower Gels in 2005 and its first premium Eau De Toilette, AXELab, in 2006. In addition, AXE introduces an average of one new fragrance to its bodyspray line every year and retires certain fragrances to ensure guys always have a new option in their mating game arsenal.

Brand Spanking New, From the Inside Out

One of the not-so-secret weapons that AXE uses - and a key to the brand's success - is the contribution of world-renowned fragrance specialist Ann Gottlieb, "the nose" behind many of the most successful prestige fragrances including ckOne and Obsession. Gottlieb re-formulated and improved each of the eight AXE bodyspray variants with a focus on creating more refreshing, contemporary fragrances that help ensure there is an AXE scent that fits every guy and every occasion.

The new AXE bodysprays also have a sleek new can/packaging design that incorporates a unique 'twist' mechanism to release the spray. The updated look is the most recent in a series of packaging shifts to help update the can and make it more gadget-like and therefore more fun for guys to use.

Bringing "Bom Chicka Wah Wah" to Guys Everywhere

AXE, known for its tongue-in-cheek advertising that helps illustrate the power of The AXE Effect, will introduce a stimulating new marketing campaign around the relaunch of its bodyspray line that now offers "Bom Chicka Wah Wah" in every can. The tagline, a humorous view of the uncontrollable, titillating reaction girls have around guys wearing the new AXE, will be brought to life via a fully integrated marketing campaign. The AXE relaunch will use the same kind of aggressive efforts similar to those successfully implemented globally, including a barrage of grassroots projects to let guys nationwide experience the new AXE and see how the added Bom Chicka Wah Wah results in a compelling new AXE Effect.

"We are always searching for new and surprising ways to connect with 18-24 year-old guys and our new products and marketing should help keep our product line fresh and engage our guys in an entertaining way," says Chadha. "We want guys to test the new AXE for themselves and see how Bom Chicka Wah Wah gives them a reliable new wingman in the mating game."

Get It On

The eight fragrance varieties currently available from AXE are available in all food, drug and mass retail outlets nationwide beginning in April 2007. Suggested retail price $4.99 (4 oz.).

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For more details on the new AXE, logon to www.theaxeeffect.com.

About AXE

While AXE is best known for its deodorant bodyspray, the Unilever-manufactured brand also is available in an anti-perspirant, deodorant and a shower gel. AXE is the No. 1 male Anti-Perspirant Deodorant brand in the U.S. The shower gel, launched in 2005, reached No. 1 status five months after hitting shelves. The brand's mission is to help guys get the girl with fragrances that reflect individual personality and lifestyle. AXE products are sold in North America at food, drug and mass outlets with a suggested retail price of $4.99.

About Unilever

Unilever [NYSE: UL, UN], one of the world's largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.

In the United States these brands include recognized names such as: AXE, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Lipton, Knorr, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 13,000 people in 60 office and manufacturing sites in 24 states and Puerto Rico - generating nearly $10 billion in sales in 2006. For more information visit www.unileverusa.com.

1 AC Nielsen, February 2007. Figures include male/female brands of bodyspray, sticks, deodorants (reflect 12 weeks ending 2/24/07)