Unilever is said to be launching its Axe body spray in the US and Canada in a bid to target the growing men's personal care market, according to Canada's National Post.(Brief Article)

Cosmetics International, September, 2002

Unilever is said to be launching its Axe body spray in the US and Canada in a bid to target the growing men's personal care market, according to Canada's National Post. It is reported that Ester Lern, Unilever's VP, has suggested that the company may spend around $90mn in the coming year to introduce its product in North America, promoting Axe to 18-34 year old men.

The company is believed to have set a goal for Axe to become one of the top two men's deodorants in the next two years.