AXE is promoting its new line of hair-type-specific AXE shampoo for men, which includes these four versions: Jacked Up Thickening; Max Hydrate; Armor Anti-Dandruff; and Total Fresh 3 in 1 Shampoo + Conditioner + Body Wash.

Before developing the line, AXE says its marketing team found out that 94% of guys say they use shampoo for “basic washing,” and are missing out on all the benefits the right shampoo can provide. Plus, more than 70% of guys surveyed saying they use “whatever shampoo they’ve always used.”

The brand has partnered with professional baseball player Matt Harvey to promote the line.

Rob Candelino, Vice President of Marketing, Haircare for Unilever, commented, “As the #1 brand in men’s hair sales, AXE tailors a wash and care routine specifically designed for guys. The range of AXE Hair shampoos helps guys with many key issues unique to men’s hair, so they can look and feel confident as the best versions of themselves.”

The Packaging

Axe’s new shampoo bottles look inspired by the shape of a barbell. They are slimmer in the center, with a wider base and top – and are easy to grasp.

The bottles are black, with a splash of vibrant color that includes blue and green, to differentiate each type of shampoo. The bottles are topped with flip top caps, in black and silver.