Axe has entered the hair care game with a new line of products designed to meet guys’ needs and give them “girl-approved hair.” The line, which includes shampoos, conditioner and styling products, is being called by Unilever as the most significant innovation since the brand entered the North American market in 2002.
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.