Unilever launches Axe men's face care line

ENGLEWOOD CLIFFS, N.J. — Unilever has introduced a new line of Axe brand facial grooming products that includes razors offered under a partnership with Schick and Philips Norelco, the company said Tuesday.

The new Axe co-branded shaving product lines will be available at Walmart and on the retailer's website and includes Axe Schick Razors and the Axe Philips Norelco electric shaver range, featuring a shave-and-groom kit with interchangeable heads.

"Axe is constantly striving to meet the full range of consumers' grooming needs, and shaving tools are an organic complement to the new Axe Face range," VP Axe Skincare Rob Candelino said.

The Axe face range products include Axe Face Wash, Shave Gel and Hydrator, while variants include Chilled, Shield, Boost and Controil.

"Axe is reminding guy show important, yet easy, it is to take care of their skin," Candelino said. "We listen to our consumers and understand what guys want when it comes to grooming. Face care is a natural next step for the brand."

A recent survey of 504 males and 504 females conducted by Harris Interactive on behalf of the company found that more than half of the males have skin that is oily, sensitive or both, but 21% don't do anything to clear up facial irritation. Meanwhile, while 87% wash their faces every day, only one-third use face wash to do it, with 14% using only water and 18% using shampoo.