MRO Magazine

AXE(R) Returns To New York Fashion Week: Men’s Supporting 15 Designers Through Backstage Grooming


July 8, 2016
By PRN NewsWire

NEW YORK, July 8, 2016 /PRNewswire/ — For the third season, AXE((R)), in partnership with the Council of Fashion Designers of America (CFDA), will work alongside emerging and established designers during NYFW: Men’s (July 11-14) to provide the grooming essentials aimed to help guys everywhere – from the runway to the streets – find their personal magic and express it freely to the world.

https://photos.prnewswire.com/prnvar/20160708/387389LOGO

Whether they follow the latest trends or stick to traditional fashion and grooming regimens, guys want to maintain their look without having to constantly worry about the long-term wear and tear of their gear. As the leader in men’s grooming*, AXE introduced its Advanced Collection to help protect guys’ style with functional product benefits, including new anti-marks protection technology in its AXE Signature Antiperspirant Sticks.

These antiperspirant sticks, all containing 48-hour fresh-smelling scents, help guys keep their dark shirts free of white marks and their white tees free of yellow stains – a technological breakthrough for both function and fashion.

As the official grooming sponsor of NYFW: Men’s, AXE will support 15 designers across Platforms 1 and 3 at Skylight Clarkson Square and NYFW: Men’s newest runway venue at Cadillac House. Throughout the week, AXE will provide backstage grooming of the runway models using the antiperspirant sticks and hair styling products from the Advanced Collection line at the following designer presentations: Rochambeau, Brett Johnson Collection, Devon Halfnight LeFlufy, GARCIAVELEZ, Kenneth Ning, Landlord, Matiere, N-p-Elliott, Second/Layer, Thorsun, EFM, Gypsy Sport, Assembly New York, Katama and Timo Weiland.

“Inspiration can come from anywhere and anyone,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “So whether it’s providing a platform for aspiring artists at SXSW or giving emerging fashion designers a showcase at New York Fashion Week: Men’s, AXE champions helping guys find what inspires them and unleashing it to the world.”

To learn more visit AXE.com and #FindYourMagic.

*Source Euromonitor International Limited; Beauty and Personal Care 2015ed, Men’s Deodorants & Mass and Premium Men’s Fragrances retail value sales combined, as per umbrella brand name classification, 2014; Lynx includes all AXE/Lynx/Ego sales

About AXEAXE, the No.1 men’s fragrance brand in the world**, champions individuality and self-expression by encouraging guys to embrace their personal style. With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE gives guys the tools to express what makes them unique, authentic and ultimately attractive to the world around them.

**Source Euromonitor International Limited; Beauty and Personal Care 2015ed, Men’s Deodorants & Mass and Premium Men’s Fragrances retail value sales combined, as per umbrella brand name classification, 2014; Lynx includes all AXE/Lynx/Ego sales

About Unilever United States, Inc. Unilever is one of the world’s leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries and reaching 2 billion consumers a day. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, 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.

Unilever employs approximately 8,000 people in the United States – generating more than $8.5 billion in sales in 2015.

Unilever’s Sustainable Living Plan (USLP) commits to:

— Decoupling growth from environmental impact. — Helping more than a billion people take action to improve their health and well-being. — Enhancing the livelihoods of millions of people by 2020.

Unilever ranked number one in its sector on the 2015 Dow Jones Sustainability Index.

The entire Unilever global factory network, as well as its U.S. non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status. For more information on Unilever U.S. and its brands visit: www.unileverusa.com To connect with Unilever U.S. via Facebook visit: www.facebook.com/unileverusa To connect with Unilever U.S. via Twitter follow: @unileverusa

About the CFDA The Council of Fashion Designers of America, Inc, (CFDA) is a not-for-profit trade association founded in 1962 that leads industry-wide initiatives and whose membership consists of more than 500 of America’s foremost womenswear, menswear, jewelry, and accessory designers. In addition to hosting the annual CFDA Fashion Awards, which recognize the top creative talent in the industry, the organization owns the Fashion Calendar and stages New York Fashion Week: Men’s.

It also offers programs which support professional development and scholarships, including the CFDA {Fashion Incubator}, the CFDA/Vogue Fashion Fund, the Geoffrey Beene Design Scholarship Award, the Liz Claiborne Design Scholarship Award and the CFDA/Teen Vogue Scholarship. In 2013, the Fashion Manufacturing Initiative was created to nurture, elevate and preserve garment production in New York City. Member support is provided through the Strategic Partnerships Group, a high-profile group

of companies offering designers strategic opportunities. The CFDA Foundation, Inc. is a separate, not- for-profit organized to mobilize the membership to raise funds for charitable causes. Through the Foundation, the CFDA created and manages the worldwide Fashion Targets Breast Cancer initiative; raises funds for HIV/AIDS organizations with events such as Fashion’s Night Out and 7th on Sale and addresses the issue of model health with The CFDA Health Initiative.

For more information, please visit www.CFDA.com, facebook.com/cfda, twitter.com/cfda, cfda.tumblr.com, and youtube.com/cfdatv

CONTACT Caroline Zalla Caroline.Zalla@edelman.com (212) 738-6081

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