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Press Release

AXE® Teams Up With X-Men: Days Of Future Past To Unlock The Superpower Of Confidence

PR Newswire

ENGLEWOOD CLIFFS, N.J., May 7, 2014 /PRNewswire/ -- The X-Men franchise is a favorite of guys and girls around the world -- they grew up with the iconic characters and epic storylines about tapping your inner strengths. So today AXE, the No. 1 fragrance brand in the world, announces a partnership with 20th Century Fox's X-Men: Days of Future Past that hooks fans up with movie-themed gift sets, new content, and access to the star-studded film premiere.

AXE(R) Teams Up With X-Men: Days Of Future Past To Unlock The Superpower Of Confidence

To help guys unleash their confidence by looking and smelling great, AXE is releasing limited-edition gift sets featuring an exclusive X-Men: Days of Future Past poster inside. These custom gift sets come in four popular AXE fragrances that were developed by the world's top perfumers and include Phoenix, Apollo, Anarchy, and Dark Temptation. Each pack includes a bodyspray, shower gel, and anti-perspirant and have a suggested retail price of $10.00

Throughout May, fans can see their favorite characters paired with top AXE fragrances when X-Men takes over AXE social channels with custom content. AXE is also sending six lucky fans to the X-Men: Days of Future Past global premiere at the Jacob K. Javits Convention Center in New York City on May 10. Winners, selected at random, entered by following and retweeting specified AXE Twitter posts.

"We know that the X-Men are hugely popular with guys and girls alike -- from the classic comic books to TV shows and blockbuster films. That's why AXE is giving fans the extra access they have come to expect from us," says Matthew McCarthy, Senior Director, AXE & Men's Grooming for Unilever.

"AXE has executed a fantastic social media, retail and packaging program around the film. We couldn't be happier to continue our work together on this project," says Zachary Eller, Senior Vice President, Marketing Partnerships, 20th Century Fox.

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About AXE®

AXE®, a leader in men's care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of bodysprays, deodorant and antiperspirant sticks, shower gels, hair and face care products. AXE® is the No. 1 men's fragrance* in the U.S. and globally. AXE® is also the No. 1 grooming brand, excluding shaving hardware***, and achieved this status only seven years after launch. Including bodysprays, AXE® is the largest men's deodorant brand in the U.S.

The brand's mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit

*Source Euromonitor International Limited; Men's deodorants, men's mass &premium fragrance retail value sales combined, 2012; Lynx includes all AXE/Lynx/Ego sales

**Based on a survey conducted Kelton, a leading global insights company, which sampled 1,000 Nationally Representative Americans ages 18-24

***Based on volume of men's grooming products sold (excluding shaving hardware): Nielsen Total US Market for Men's Grooming Products 52 weeks ending November 23, 2013

About Unilever United States, Inc.

Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemme and Vaseline.  All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at

Unilever employs approximately 10,000 people in the United States -- generating nearly $9 billion in sales in 2013. For more information, visit

About 20th Century Fox

One of the world's largest producers and distributors of motion pictures, 20th Century Fox Film produces, acquires and distributes motion pictures throughout the world.  These motion pictures are produced or acquired by the following units of 20th Century Fox Film:  Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions, and Twentieth Century Fox Animation.


The ultimate X-Men ensemble fights a war for the survival of the species across two time periods in X-MEN: DAYS OF FUTURE PAST. The beloved characters from the original "X-Men" film trilogy join forces with their younger selves from the past, "X-Men: First Class," in order to change a major historical event and fight in an epic battle that could save our future.  The film stars Hugh Jackman, James McAvoy, Michael Fassbender, Jennifer Lawrence, Halle Berry, Anna Paquin, Ellen Page, Peter Dinklage and Patrick Stewart and Ian McKellen.  Also starring are Evan Peters and Omar Sy

Adam Bricault

AXE(R) Teams Up With X-Men: Days Of Future Past To Unlock The Superpower Of Confidence

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