PARIS, Aug 16, 2002/ FW/ --- Though rumors about Unilever unloading their beauty business fly, the company continues to show an agressive stance on their marketing.

In a company move to target the rapidly growing male grooming segment, which according to Datamonitor is worth aout $7.7 billion a year, Unilever is bringing AXE male deodorants to North America.

AXE is the leading male antiperspirant and deodorant brand in most of the 60 countries where it is sold and commands a market share between 10 percent and 20 percent (includes male and female brands) in most of these markets.

Developed by world-renowned fragrance expert Ann Gottlieb, who six varieties - Apollo, Kilo, Orion, Phoenix, Tsunami and Voodoo.

First launched in France in 1983, AXE currently leads all other male deodorant brands globally with 7.5 percent market share. The next competitors' market shares are at 4.0, 3.6 and 2.5 (Source: ACNielsen and IRI 2000).

AXE's global market share does not include North America, the largest package goods market, where its competitors actively participate.

The 25 million U.S. males between the ages of 12 and 24 who spent $7.7 billion in 2000 for personal care and grooming products (does not include services) are expected to spend $8.8 billion by 2004 (Source: Datamonitor 2000).

Unilever plans to cash in on that market segment by bringing AXE in the U.S.

"The AXE brand is sure to be a hit with retailers and young men in the U.S. as it is around the world," says Esther Lem, vice president, brand development for deodorant category, North America. "All-over body efficacy, combined with exceptional fragrances, has been very popular with young men globally. No competitor has been able to duplicate our combination of outstanding products and powerful brand communications."