Unilever Home & Personal Care USA | Company Profile, Marketing Contacts, Media Spend, Brands
Unilever Home & Personal Care USA is a manufacturer and marketer of household and personal care products. The company, headquartered in Englewood Cliffs, NJ, is a division of Unilever North America and offers brands that include Vasoline, Dove and Axe.
|Main Telephone||(201) 567-8000|
Unilever Home & Personal Care USA ContactsContacts (5/104)
|Tamara R.||Senior Vice President, Global Deodorants||NJ|
Sample of Associated Brands
|Kathy O.||Vice President, Skin & Marketing Services||NJ|
|Rob M.||Vice President, Global Media - Americas & Europe||NJ|
|Rob C.||Vice President, Marketing & General Manager - Haircare||NJ|
|Piyush J.||Global Brand Vice President||NJ|
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Unilever's Axe broadens portfolio with Face range, Razors, Grooming Kits
Unilever’s a new line of branded-facial products offered through an alliance with Schick and Philips Norelco to take on category leader P&G’s Gillette.
The new Axe co-branded shaving products lines, Axe Schick Razors and Axe Philips Norelco electric shaver range, debuted at Walmart and walmart.com.
“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,” Rob Candelino, vice president of Axe Skincare, said in a.
The new Axe Face range, designed to combat common skin problems, includes the Axe Chilled Variant, Axe Shield Variant, Axe Boost Variant and Axe Control Variant. New products include Axe Face Wash, Axe Shave Gel and Axe Hydrator, a 2-in-1 post-shave gel and moisturizer.
The Face range is available at most food, drug and mass retail outlets for an SRP of $4.29 to $8.99.
“Axe is reminding guys how important, yet easy, it is to take care of their skin,” Candelino stated in a release. “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 on behalf of Unilever by market research firm showed that more than half of the males have skin that is oily, sensitive of both, but 21 percent don’t do anything to fight irritation.
Moreover, while 87 percent wash their faces daily, only one-third use face wash; 14 percent only use water and 18 percent use shampoo.
The survey was conducted among 18-to-24-year old women and men, Axe’s core consumer.
Last year, Axe focused on women for the first time to promote its “ reported then. Target publications included Marie Claire, Elle and Allure.
However, Axe has reached out to women’s media for some time to increase consumer excitement for its men’s products. The brand reports that more than 97 percent of girls in the U.S. say it’s important for men to have clear and smooth skin.
has been Axe’s U.S. PR AOR for more than 10 years.
In January, Unilever reported that its global advertising spend increased about 8 percent last year to $8.6 billion, which was about in line with sales growth.
P&G, the world’s top advertiser, reported $9.3 billion in spending during 2012.
Jean-Marc Huet, Unilever’s chief financial officer, said during Unilever’s Q4 earnings call that digital ad spending rose almost 40 percent last year.
to take greater advantage of the digital space.
Huet also stated during the Q4 earnings call that, like last year, Unilever wants to reduce "non-working media," the part of advertising spend that is used to pay agencies and make films, for example.
“We are still some way from benchmark levels and we aim to do better,” he added.
Unilever’s spending boost came as it reported full-year organic sales growth, excluding impact of acquisitions, divestitures and currency fluctuation, of 6.8 percent to $68 billion and net profit growth of 7 percent to $6.6 billion.
During Q4, organic sales grew 7.8 percent, led by personal care at 11.5 percent.
Chief Executive Officer Paul Polman said during the call that it will be hard to maintain last year’s double-digit growth in personal care and home care, especially as rivals like P&G work to regain lost share.
Axe is coming off its its first Super Bowl ad, a 30-second spot created by AOR called “Lifeguard” (video below).
Unilever Home & Personal Care USA
800 Sylvan Ave.
Englewood Cliffs, NJ 07632
Vice President – Axe Skincare
Senior Director, Media – North America