The idea of launching the Axe Face Line with a Facebook promotion obviously was too literal. So the Unilever brand is launching its new line of facial-care products instead with a "Facescore" campaign on Tumblr as a social face-off, supported by ads running on various media websites — and, of course, a presence on Facebook too.

In doing so, Axe is entering a segment of the men's care business of the first time — a more challenging territory than when it had a fairly singular focus on helping young guys simply smell great so they could attract hordes of women.

The launch of the Axe Face Line—including a face wash, shave gel, and post-shave hydrator in four variants—also gives the brand a chance to circle back to promoting Unilever's "Astronaut" marketing platform for the Axe brand (and Lynx brand, in certain territories) grand giveaway of 22 trips to space in 2015.

"Research has shown that a majority of guys don't use facial cleanser; they reach for bar soaps or shampoos or other things to wash their face," Mark Link, Axe US brand manager for Unilever, told brandchannel. "We're launching [the Face line] to address their skincare needs."Continue reading...

The early days of the Axe and Lynx Space Academy contest (which we broke on January 9th) to fly winners into space has encountered a not-unforseeable snag: Some of the leaders in the social media-based competition for spots on the space flight are women, despite the original wording of the male-skewing sibling brands' contest: "Leave a man. Come back a hero."

This presents an interesting identity challenge to the Unilever-owned brands that have built their identification on the testosterone-fueled young male in search of—and equally targeted by—eager females. Now, eager females include those that are just as eager as their male counterparts to get into space. For example, Justine Ezarik, better known as internet celebrity iJustine, recently was at number four on the leader board, according to Ad Age. Social media support is the most crucial component of bids to get the brands' consideration for slots on flights by Space X Corp. beginning in 2014.Continue reading...

As we reported on Wednesday, Unilever's AXE brand is launching a Red Bull-challenging space program related to its new line of Apollo men's personal care products — taking 22 fans (men only, sorry ladies) from around the world to the edge of space as part of its Apollo Space Academy program in December 2013.

The last day to apply is February 3rd (aka Super Bowl Sunday) at AxeApollo.com (terms and conditions are here) or LynxApollo.com in the UK, Ireland and Australia, where Axe is sold as Lynx.

Below, watch Buzz Aldrin announce the AXE Apollo Space Academy (Lynx Apollo Space Academy to some), along with related videos and commercials related to Axe's new Apollo product line and contest:Continue reading...

Axe has made its reputation with edgy advertising that makes no bones about why it believes young men should use it — to attract women to them as if they're sexually magnetized.

Now, the Unilever brand is pushing the envelope just a bit more in two ways: entering the Super Bowl advertising derby, and launching a Red Bull-esque promotion in which it promises to send 22 people just to the edge of space, with the tagline: "Leave a man, come back a hero."

The Super Bowl ad doesn't seem like such a big deal in comparison, but it will be for Axe. The brand will be airing a 30-second TV ad during the Super Bowl titled "Lifeguard" which, according to a press release, "includes a twist at the end" that aligns with a larger creative campaign scheduled for launch this month.

That other creative campaign — which Gaston Vaneri, Axe brand director, promised would take the brand "to new heights" — involves what it's calling the Axe Apollo Space Academy. The brand's new online contest promises to send winners to the edge of space and back aboard a private craft: a Lynx space plane built by the U.S. company XCOR Aerospace and operated by the tourism firm Space Expedition Curacao.Continue reading...

Apple won't exhibit at CES in Las Vegas this week, where competitors (including Vizio) will unveil tablets that will take aim at the iPad; and increases Q1 orders for the iPhone in advance of Verizon launch.

Arnold Schwarzenegger leaves office after seven years as governor of California.

Australia braces for damages claims as flooding projected "to last weeks."

Bank of America sees home loan charge, buys back bad loans and mounts defense against WikiLeaks.

Best Buy aims to become a major content creator online.

Buzz Aldrin sues over use of his image on moonwalk trading card.Continue reading...

Not even the semi-catatonic ramblings of the second man on the Moon were enough to dampen viewer enthusiasm for Dancing with the Stars in Monday night’s premiere showing of the long-running ABC hit reality program. The show debuted with its best opening-night viewership numbers ever, with a Nielsen-preliminary 23.9 million viewers.

In the opener, it immediately seemed ill advised to include 80-year-old former astronaut Buzz Aldrin among the stars, as he could barely move on the dance floor and his few comments were nearly unintelligible. Dancing’s last octogenarian, Cloris Leachman, at least was an actress with stage presence and a sharp wit.

But the other elements that ABC introduced and tweaked for this 10th season of Dancing all seemed to work nicely, improving the show – and portending continued robust ratings when it returns next week.Continue reading...