Marketers Target Men's Hair as Promising Frontier†

Unilever Launches Axe Line of Products Following P&G's Debut of Gillette's; Campaigns Make Appeal to Male Vanity

Wall Street Journal, December 1, 2008 — Guys, you're having a bad hair day. Every day.

That's the message Unilever is sending with the launch of its first Axe line of hair products for men. The Axe line, best known for male body sprays that claim to help guys get the girl, now promises "girl-approved hair" with the use of shampoos, conditioner and styling products due to hit U.S. store shelves Monday