BEAUTY CARE

Axe aims for world peace with Axe Peace, campaign

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — Unilever’s Axe brand has unveiled Axe Peace, both a new line of products and a campaign designed to bring young people together to affect change with a single act: a kiss.

The campaign features a 60-second film and a 30-second commercial titled “Love,” which will premiere Feb. 2 during Super Bowl XLVIII. The spot, created by BBH London and directed by Rupert Sanders, is a collection of global vignettes that depict the campaign’s theme of “make love, not war” and includes a call to action: #KissForPeace.

As part of the campaign, Axe is looking to provide a simple way to help guys and girls spread awareness for peace worldwide by asking them to take a photo of a kiss, tag it with #KissForPeace, and share it online via their social networks. These demonstrations of love will be displayed daily via a Times Square Billboard from Jan. 27 to Feb. 9 and featured at AXEPeace.com starting on Feb. 10.

The Axe Peace fragrance combines notes of citrus, nutmeg and cedar wood. In a first for the brand, Axe is introducing the Axe Peace collection across all of the brand’s grooming product categories: body spray, deodorant and antiperspirant sticks, shower gel, shampoo and conditioner, hair styling, face wash and shave gel.

Axe is also teaming up with Peace One Day, an international non-profit that drives awareness of world peace, with campaigns in 50 countries set to advance Peace One Day’s goal of peace-building and awareness of Peace Day (Sept. 21), an annual day of non-violence and ceasefire officially recognized by the United Nations member states. In the United States, Axe will generate exposure and awareness on behalf of Peace One Day through its social network of fans, presence at lifestyle events and through online, print and TV advertising, including the TV spot that will air during the Super Bowl, the second consecutive year the brand is appearing in the telecast, expected to reach 164 million viewers.

 

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Clear Scalp & Hair names Miranda Kerr as newest spokeswoman

BY Antoinette Alexander

NEW YORK — Unilever’s Clear Scalp & Hair has tapped model Miranda Kerr to be the newest face — and hair — for Clear Scalp & Hair in the United States, giving her the title of the brand’s first global brand ambassador.
 
Debuting this month, Kerr will star in a national advertising campaign appearing on TV, in print and on digital properties.

"We are excited to have Miranda join the Clear Scalp & Hair brand in the U.S.," Jennifer Healy, senior marketing director for U.S. hair care, said. "Miranda is a global beauty and fashion icon and women nationwide want to know the secret behind her amazing hair. Now they know the secret is Clear Scalp & Hair."

 

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eBay Enterprise launches Ship-from-Store fulfillment solution

BY Michael Johnsen

KING OF PRUSSIA, Pa. — eBay Enterprise on Monday announced the availability of a Ship-from-Store solution — what the company is calling a game-changing initiative that retailers can deploy within 99 days to effectively leverage their physical store inventories while gaining advantages in margin and shipping cost. 

“Every day that retailers do not utilize in-store inventory to augment their online sales, they lose opportunities to maximize their existing inventory and increase their bottom line profitability by avoiding markdowns,” stated Tobias Hartmann, head of omnichannel operations for eBay Enterprise. “With the eBay Enterprise Ship-from-Store solution, retailers can quickly turn their physical retail locations into virtual distribution centers.”

With 77% of consumers expecting retailers to provide a consistent, integrated experience between their in-store and online channels, ship-from-store and in-store pickup will empower retailers to continue to compete in an omnichannel landscape and meet their customers’ evolving needs. 

Ship-from-Store benefits for both retailers and consumers include:

  • Decreased delivery costs and times for customers by routing shipments from the nearest possible physical location;
  • Optimized order fulfillment through physical storefront inventory, expediting the ability for retailers to debut new products; and
  • Maintain profit margins by turning store inventory online, as opposed to in-store merchandise markdowns to move inventory.

Across its client portfolio, eBay Enterprise is seeing the significant impact of omnichannel solutions. Ship-From-Store is now live for 2,756 stores, 30 brands, 22 retailers in 13 countries.

Based on client data, eBay Enterprise customers can experience a more than 30% margin increase on items nearing markdown and consumers experience expedited delivery with more than 80% of ship-from-store orders shipped in one day and 96% shipped in two days.

According to the company, eBay Enterprise was first to market with its holistic, integrated back-end technology that provides retailers with one comprehensive inventory system.

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