Unilever brand AXE is promoting its new line of shampoo for men. The line features a unique packaging design, similar to a barbell in shape. The shampoo bottle features a slimmer center and a wide base and top to make it easier to hold.

According to AXE, its marketing team found that 94 percent of men said they use shampoo for “basic washing,” and 70 percent said they use “whatever shampoo they’ve always used.” AXE said it developed the new line of shampoo to benefit men who are currently not using the “right shampoo.”

The new shampoo line consists of five variations to satisfy a wide range of hair types: Jacked Up Thickening Shampoo, Max Hydrate Shampoo, Armor Anti-Dandruff + Conditioner, Dual 2-in-1 Shampoo + Conditioner and Total Fresh 3-in-1 Shampoo + Conditioner + Body Wash. The black bottles feature a different colored graphic for each products unique packaging design. The bottles’ flip-top caps feature the contrasting colors black and silver.

Rob Candelino, Vice President of Marketing, Haircare for Unilever, said:

“As the number one 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.”

h/t: http://www.beautypackaging.com/contents/view_breaking-news/2015-08-17/axe-promotes-shampoo-for-men/

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