AXE, a leader in men’s grooming, offers a full line of products that help guys look, smell and feel their best. Following is the innovation line-up for 2010:

AXE RISE: CONQUER MORNING GROGGINESS

The new Rise line of products features ingredients that help guys conquer morning grogginess so they are sure to catch key details that are essential to having good game. AXE Rise Shower Gel has uplifting Himalayan minerals and Rise Deodorant Bodyspray, developed by world-renowned fragrance experts, has exhilarating citrus extract.

AXE TWIST: THE FRAGRANCE THAT CHANGES

Developed by world-renowned fragrance experts, Twist starts with fresh hints of citrus and lime to make a good first impression, and then adds more depth with earthy notes of cedar and sandalwood to keep guys smelling good, while keeping girls interested. Twist is available in a deodorant bodyspray, deodorant stick, antiperspirant invisible solid and shower gel.

PRICE AND SIZE?

• AXE 4 oz. Deodorant Bodysprays, 3 oz. Deodorant Sticks and 2.7 oz. Antiperspirant Sticks have a suggested retail price of $4.99.
• AXE 12 fl.-oz. Shower Gels and the Detailer Shower Tool have a suggested retail price of $3.99.

WHERE TO BUY AXE?

AXE products are available at most food, drug, club, value and mass outlets.

FOR MORE DETAILS:
Emily Zielinski | Edelman/AXE
312.233.1293 • emily.zielinski@edelman.com

Amy Nadler | Edelman/AXE
312.233.1341 • amy.nadler@edelman.com