AXE encourages Canadians to help the environment by Showerpooling

Canadians could save almost 154 billion litres of water a year by Showerpooling

TORONTO, April 19 /CNW/ - In an effort to raise awareness about the very serious issue of water conservation, AXE is encouraging Canadians to drop their towels at the door on April 22nd and give Showerpooling a try.

Showerpooling, a concept without a name until now, is much like its equally environmental, but not equally as entertaining initiative, carpooling. Showerpooling promotes water conservation by encouraging groups of like-minded individuals to share their showers and save a valuable natural resource in the process.

A recent survey on the shower habits of Canadians found that the average 19-24 year old spends 11 minutes in the shower, using 220 litres of water. To further compound this issue, 51% of this age group showers an average of once a day, resulting in 2,100 litres of water use per week.

Of those 19-24 year olds, only 35% have tried Showerpooling, with the majority of Showerpoolers hailing from the Atlantic provinces (51%) and the minority of Showerpoolers being those 19-24 year olds still living with their parents.

Additional survey findings on the shower habits of Canadians found that:

        -  Males aged 19-21 shower the most frequently, averaging 7 times a
        -  Albertans are the least frequent showerers in Canada, averaging
           5.6 times a week.
        -  Residents in the Atlantic Provinces showerpool the most, averaging
           2.5 times a week.
        -  Quebec residents are the least receptive to the concept of
           Showerpooling, with only 26% of the population in favour of this
           water conservation method.
        -  Approximately 65% of Canadians have never showerpooled.

As part of their recent Showerpooling initiative, AXE is working with WWF-Canada. Together, these organizations want to educate Canadians on ways to limit their water usage and be a better friend to the environment.

To learn more about Showerpooling, or to encourage others to join you in your efforts to be more green (and clean), visit

It's not just friendly, it's environmentally friendly.

About WWF:

WWF-Canada (World Wildlife Fund Canada) is a member of WWF, one of the world's largest independent conservation organizations, active in more than 100 countries. WWF is creating solutions to the most serious conservation challenges facing our planet, helping people and nature to thrive. In Canada, we create solutions to conservation issues important to Canadians and the world. WWF-Canada works collaboratively with governments, businesses and the public to help fight climate change, the single biggest environmental threat to our planet; conserve our oceans and freshwater resources; and educate and mobilize people to build a conservation culture. WWF-Canada's main office is in Toronto, with regional offices located in Vancouver, Prince Rupert, St. Albert, Ottawa, Halifax and St. John's. For more information, visit

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 and 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

*Source: Nielsen, MarketTrack, 52 Wks Ending March 13, 2010, National All Channels, All Sales


For further information: For further information: To schedule an interview with a WWF or AXE representative, or to learn more about our survey results, please contact: Ava Tsinman, Harbinger,, (416) 960-5100 ext. 291

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