AXE Screens 'Cleans Your Balls'* Video in Park City at Sundance in Celebration of the Improved Detailer Shower Tool

AXE Screens 'Cleans Your Balls'* Video in Park City at Sundance in Celebration of the Improved Detailer Shower Tool

Jaime Pressly Stars as Fictional Tennis Star, Monica Blake, To Teach Guys the Best Way to Keep Their Equipment Clean

PARK CITY, Utah, Jan. 26 /PRNewswire/ -- It's no secret that girls want guys who know how to take care of themselves ... in all aspects of their lives. Cleanliness is one area with which guys are notorious for needing some help. AXE, a leader in men's grooming, created a new video to give guys some helpful hints on the best way to keep all of their parts clean. The AXE "Cleans Your Balls" video, starring Jaime Pressly as fictional tennis star, Monica Blake, humorously highlights the cleaning power of the improved AXE Detailer Shower Tool and the importance of maintaining clean equipment.

To view the multimedia assets associated with this release, please click: http://multivu.prnewswire.com/mnr/axe/42092/

(Photo: http://www.newscom.com/cgi-bin/prnh/20100126/MM43518 )

"I had a blast working with AXE on this video," said Jaime Pressly. "The comedic undertones were hilarious and there were definitely a few laugh-out-loud moments on set, where I thought to myself ... 'only AXE.'"

To celebrate the launch of this new video and the updated Detailer, AXE held the AXECYB.com launch party, hosted by Khloe Kardashian Odom, at the Sky Lodge in Park City, UT during Sundance. Celebrities from film, television and music, including Malin Akerman, Adrien Brody, Wilmer Valderrama and Stephanie Pratt came out to the hottest party at Sundance to screen the AXE "Cleans Your Balls" video and enjoyed special performances by DJ Steve Aoki and DJ MomJeans (a.k.a. Danny Masterson).

To view the full video, log onto www.axecyb.com.

Get the Ultimate Clean

The AXE Detailer is an innovative shower tool designed specifically for guys that keeps all of his parts clean, giving him an edge in the mating game. The improved version has been updated to feature an ergonomic, easy-to-grip handle, improved mesh to give guys more lather than the original, and a new bungee cord so it's easy to hang in the shower. The AXE Detailer still features its original and unique dual-sided design -- including a rough side to clean tough spots and a gentle mesh side for more sensitive areas.

The combination of the AXE Detailer Shower Tool and AXE Shower Gel builds a rich lather and cleans better than the leading deodorant bar soap. AXE Shower Gels are available in three different lines -- the Fixers, Revitalizing and Skin Contact -- that each help guys look, feel and smell their best.

*Take care when using the Detailer on sensitive areas.

About AXE

AXE, a leader in men's care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant bodysprays, AXE is the largest men's deodorant brand in the U.S.

The brand's mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.

CONTACTS:

Amy Nadler
312.233.1341
Amy.Nadler@edelman.com

Heather Mitchell
312.661.2326
Heather.Mitchell@Unilever.com

Photo: http://www.newscom.com/cgi-bin/prnh/20100126/MM43518
http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.comVideo: http://multivu.prnewswire.com/mnr/axe/42092
Source: Unilever-AXE

CONTACT: Amy Nadler, +1-312-233-1341, Amy.Nadler@edelman.com; or Heather
Mitchell, +1-312-661-2326, Heather.Mitchell@Unilever.com

Web Site: http://www.theaxeeffect.com/

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