AXE Lounge Debuts in Dallas With Performances by Top Artists and DJs

AXE Lounge Debuts in Dallas With Performances by Top Artists and DJs

- Iconic Men's Care Brand AXE Makes its Mark Again During Big Game Party Weekend -

NEW YORK, Feb. 1, 2011 /PRNewswire/ -- In 2011, AXE Lounge is back to serve as the premier party location in Dallas on February 4-7 during football's biggest party weekend. AXE, a leading men's grooming brand*, is excited to announce an all-star lineup including performances by Grammy Award nominee Cee Lo Green, DJ Vice, Diplo, Jermaine Dupri and more.

The AXE Lounge has quickly established itself among celebrities, musical artists and athletes as a destination for a one-of-a-kind nightlife experience. Launched in 2009, with an unprecedented summer-long title sponsorship at Dune nightclub in the Hamptons, AXE Lounge has brought its signature style to renowned nightclubs in Manhattan and Miami, including LIV Nightclub at The Fontainebleau Hotel, Miami Beach, for last year's Big Game. The AXE Lounge experience provides an ongoing interaction between guys and girls, alongside celebrities and musical artists at some of the country's most prominent nightlife venues.

Known for its successful efforts within social media, AXE will amplify the experience by posting real-time updates and photos from AXE Lounge each night on Facebook.com/AXE and Twitter.com/AXE, as well as feature videos of musical performances on Vevo.com.

"Our goal is to bring guys and girls together for an unforgettable experience at the AXE Lounge," said Mike Dwyer, AXE Marketing Director. "Building off the enormous success we had in Miami last year, we're looking forward to making our mark in Dallas by serving up performances by the hottest artists and DJs throughout the weekend."

AXE Lounge will be located at Rio Room at 4515 Travis St., in Dallas.

About AXE

AXE 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 antiperspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware (which AXE does not offer) and achieved this status only seven years after launch. The brand's mission is to help be a guy's ally in the mating game with grooming products that reflect individual personality and lifestyle. For more information visit www.theaxeeffect.com.

CONTACTS: Jake Basden Heather Mitchell
212.704.8246 201.894.4652
Jake.Basden@edelman.com Heather.Mitchell@unilever.com

*AC Nielsen data as of January 2011. Excludes shaving hardware, which AXE doesn't offer.

SOURCE AXE

AXE

CONTACT: Jake Basden, +1-212-704-8246, Jake.Basden@edelman.com; or Heather Mitchell, +1-201-894-4652, Heather.Mitchell@unilever.com, both for AXE

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

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