Industry news

Unilever spend $90,000,000 on Axe

by Grant Osborne, 18 August 2002

Anglo-Dutch giant Unilever are to spend $90 million in the next year introducing it's AXE body spray in the USA and Canada. According to Esther Lem, a Unilever vice-president, Unilever's goal is to make the brand one of the top two deodorants in the next two years.

Axe, which is sold in more than 60 countries, has worldwide sales of about $600 million a year, according to Unilever. The product is intended to be sprayed all over the body, rather than just under arms, the company said.

Axe, which comes in six fragrances, is priced at $4 to $5 for a 4-ounce spray canister, higher than most deodorants. "Men are spending more on grooming and personal care than ever," Lem said "I'm confident it can be successful."