55% of communication is done via body language: is your hair sending the
right message?

AXE expands hair care line to help guys get more Hair Action

TORONTO, March 10 /CNW/ - Turns out those pick-up lines you've been practicing aren't nearly as important as originally thought. With over 55% of communication happening via body language and only 7% of communication occurring verbally, it's more important than ever to send the right message with your body language - and your look.

In an attempt to shed some light on communication between the sexes and help guys get more positive attention, AXE Hair has teamed up with body language analyst and security consultant Barry Ettinger.

"People always think that the face is the most commanding feature when first meeting someone," explains Ettinger. "In reality, studies show that hairstyle can outweigh everything else during that first meeting."

Familiar with the common problems plaguing guy's hair, such as the dreaded gelmet, flakes, and poofy do's, AXE Hair combats these problems, giving guys hair that girls can't resist getting closer to.

"When we enter the world of haptics, or touch communication, we're moving into much more intimate ground," explains Ettinger. "Anytime someone touches you, it signals a non-verbal communication, and if you look at the body as a thermometer, any touch above the neck is almost always communicating intimacy - whether given or received."

Given the importance of touches above the neck, Axe Hair is focused on helping our guys get more "Hair Action" - what happens when a girl can't resist getting into a guy's hair. To increase chances of Hair Action, AXE is introducing two new products to their line-up:

    NEW! AXE Itch Relief 2-in-1 Cooling Anti-Itch Shampoo + Conditioner -
    cools on contact and relieves the urge to scratch, so guys can focus on
    the girl.

    NEW! AXE Smooth & Sophisticated Look Shine Pomade - gives shine and
    long-lasting control for a smooth, polished look.

    Availability:   AXE Freeze and AXE Shine Pomade are available now at
                    most grocery, drug and mass retail outlets.

    Price / Size:   AXE Hair shampoos and conditioner are at a SRP of $4.99
                    for a 355ml bottle.

                    AXE Hair styling aids are available at a SRP of $6.99 for
                    a 75g jar, enough for about 75 uses.

About Barry Ettinger:

Barry Ettinger has over 30 years of experience as a criminal investigator, with a focus in the latter half of his career in behavioural science as a polygraph examiner and body language analyst. Widely respected and sought after in his field, Mr. Ettinger has worked with the RCMP and consulted with a number of other government agencies in the area of human behaviour, verbal and non-verbal communication.

About AXE:

AXE, a leader in men's grooming, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 male anti-perspirant deodorant brand and No. 2 in men's personal wash in Canada.

The brand's mission is to help guys get the girl with grooming products that reflect personality and lifestyle. For more information, visit www.axe.ca .


For further information: For further information: or to arrange an interview with Barry Ettinger, please contact: Emily Huggard, Harbinger, AXE, (416) 960-5100 ext. 251, ehuggard@harbingerideas.com

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