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Axe

For 33 years, we’ve helped guys look, feel and smell their most attractive. Men across the globe in over 90 countries reach for Axe – also known as Lynx in the UK, Ireland, Australia and China – to start their day.

We know that what matters to them has evolved. We know that the rules of attraction are changing and that it is about connection, not conquest.

We also know that being a guy is more complex than ever: there is more freedom, fewer rules and a whole world of possibilities.

There is also more pressure than ever: to fit in and to stand out – and much of it gravitates around attraction.

We know from years of research that what makes a guy attractive is… himself. His strengths, his weaknesses, his individuality and most of all how he expresses it.

But despite that, many guys don’t feel comfortable being themselves. Because they’re afraid of what people will say. Afraid that what’s unique about them isn’t considered attractive or acceptable.

We want to change that.

We say “be yourself

Our research among over 3,500 guys in ten countries shows that almost half are afraid of looking different for fear of being judged and labelled. That’s why we’re on a mission to awaken guys to the limiting labels that hold them back – and to destroy them.

On top of this, nine out of ten women find guys more attractive when they’re being themselves. Only 20% find stereotypically ‘manly’ guys more attractive. In fact, 57% would rather go out with a guy who is ‘unique and different’ than a guy who is traditionally ‘manly’.

These findings will help us to liberate guys from the pressure to conform and help broaden the definition of masculinity.

We want guys to be their own man. On their own terms. Without pressure from anyone else.

No right. No wrong. No labels

Careline contact details

Argentina

Unilever Belgium N.V.
Humaniteitslaan/Boulevard de l’Humanité 292
1190 Brussel/Bruxelles
Belgium

T: +32 (0) 2 333 6666

Av. El Dorado No 69 B-45
7 Floor. Corporate Center building
Bogotá
Colombia

Foods
T: 018000 527517

Home & personal care
T: 018000 513130

Unilever Danmark A/S
Ørestads Boulevard 73
2300 København S

Unilever Caribe, S. A
Ave. Winston Churchill,
Torre Acrópolis, Piso 17
Santo Domingo, República Dominicana

Unilever France S.A.
20 rue des Deux Gares,
92842 Rueil Malmaison Cedex

Unilever Tea Kenya Limited

Kericho-Nakuru Road

P.O.Box 20 – 20200

Kericho, Kenya

Unilever (Malaysia)
Holdings SDN BHD
Level 33-35, Menara TM 
Jalan Pantai Baru
59200 Kuala Lumpur
PO BOX 11015 
50732 Kuala Lumpur
Malaysia  

Unilever N.V. Weena 455
PO Box 760 3000
DK Rotterdam
Netherlands

Martin Linges vei 25,

1364 Fornebu, Norge

Unilever Jeronimo Martins Lda.
Largo de Monterroio
Mascarenhas 1
1099-081 Lisboa
Portugal

Unilever de Puerto Rico
Professional Offices Park
997 San Roberto Street, Suite 7
San Juan, PR 0096

+17879934000
(787) 993-4000
www.unilever.tt

Unilever South Central Europe SA
Baneasa Business & Technology Park
42-44 Bucuresti-Ploiesti street
Building B
4th floor
District 1
013696 Bucharest
Romania

Unilever Vietnam
156 Nguyen Luong Bang Avenue
Tan Phu Ward, District 7
Ho Chi Minh City
Vietnam

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