Axe talked to more than 2000 girls in the brand’s quest to find out the specific hair errors that turn them off. Turnoffs included: gunky, crunchy, poofy and flaky hair. According to the survey, nearly 90% of girls agree that hard, crusty, over-gelled hair turns them off. As a result, Axe’s styling products are emollient-based to provide hold without all the hard, and the line does not include gel. The styling products are organized by end-look—messy, spiked-up, clean-cut and shaggy. Hair care products include Just Clean Shampoo, De-Glue Shampoo + Scrub, which features rock crystals and removes gunky product buildup; Axe De-Poof Shampoo, which has a hydrating kukui blend to deflate poofy hair; a zinc-based Anti-Dandruff Shampoo + Conditioner; 2 in 1 Shampoo + Conditioner; and Just Soft Conditioner. Styling products include Messy Look Paste, Spiked-Up Look Putty, Clean-Cut Look Pomade and Shaggy Look. Axe shampoos and conditioner retail for $4.99 and styling aids are $5.99.