74% of women admit hair is one of the first things they notice about a guy

    AXE acts on new research by launching a complete range of hair care
    products to help guys with their game. (They obviously need it.)

    TORONTO, Jan. 19 /CNW/ - A recent U.S. study by AXE reveals that hair is
one of the first things women notice about a guy, according to 74% of female
respondents. Despite this overwhelming consensus from the female population,
men remain in the dark: only 29 percent of guys think that hair is an
important factor in attracting the opposite sex.
    You don't have to be left-brained to realize the obvious: these numbers
don't add up.
    The survey, which polled 2,000 American women, brought to light a number
of hair-related issues that are negatively affecting guys' game - including
the following:

    -   72% of women agree that most guys don't know how to style their hair
        to its full potential
    -   Almost half (44%) of female respondents are unlikely to date a guy
        with bad hair.
    -   Even worse, 62% of women are not at all likely to take a bad-haired
        boy home at the end of the evening.
    -   Women have strong opinions on guy's hair - 62% of respondents claim
        they find dirty or greasy repulsive, while 43% of women surveyed
        strongly agree that hard, crusty, over-gelled hair can be a real
    -   Almost half of women feel that guy's hairstyles look the same, and
        the same number feel that guys their age need some help styling their
    -   63% of women attribute guys' bad hair to laziness.

    In an effort to help guys with their hair and ultimately with their game,
AXE has partnered with celebrity stylist Shannon Stewart - who has styled the
likes of Bono, The Trews, Metric, Sting and Billy Talent, to name a few - to
help AXE in their quest to fix bad hair!
    "It amazes me how often I see good-looking guys with bad hair," Shannon
explains. "All it takes is a little bit of knowledge and minimal effort for a
guy to improve his look in a big way. The great thing about these new hair
products from AXE is that they make it easy for guys to achieve a more styled
look without ending up with the hard, flaky, helmet of hair created by most
gel products."
    Luckily for guys (and girls), AXE has decreed 2009 to be the year
Canadian guys can rid themselves of their poofy, flakey, gunky, hard, crusty,
gelmets! Offering a full line of shampoos, conditioner and styling products,
AXE Hair is specifically designed to create great hair that guys want and
girls love. So take a stand, get girl-approved hair (it really is) and stop
missing out on opportunities before you even open your mouth. And yes: it even
works for mullets. Although WHY WOULD YOU?

    AXE's new hair care line includes the following products:

    -   Just Clean Shampoo
    -   De-Glue Shampoo + Scrub
    -   De-Poof Shampoo
    -   Anti-Dandruff Shampoo + Conditioner
    -   2 in 1 Shampoo + Conditioner
    -   Just Soft Conditioner
    -   Messy Look Paste
    -   Spiked-Up Look Putty
    -   Clean-Cut Look Pomade
    -   Shaggy Look Cream

    (Please note: AXE Hair does not include gel. Why? Because a lot of guys
use it - and the results are definitely not girl-approved!)

    Availability:   Beginning in January 2009, AXE Hair will be available at
                    most grocery, drug, and mass outlets.

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

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

    About Shannon Stewart:

    Shannon Stewart has been working as an International Hair, Makeup and
Image Consultant since 1999. Distinguished for her work with celebrities,
particularly in the music industry, Shannon's sought-after skills have led her
to work with Bono of U2, Sting, Avril Lavinge, Barenaked Ladies, The Trews,
Billy Talent, Metric and Treble Charger - along with a number of other
well-known personalities. Her work has been featured in such magazines as
Vanity Fair, Toronto Fashion, Toro, Harry Rosen, Flare and Elle Canada and she
is a regular authority on upcoming trends.

    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 individual personality and lifestyle. For more
information, visit www.axe.ca.

For further information:

For further information: or to arrange an interview with Shannon
Stewart: Andrea Burmaster, Harbinger Communications, (416) 960-5100 ext. 253,

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