Axe Hair Taps 30 Influencers for Styling Campaign

Axe is enlisting an army of influencers. The Unilever-owned men’s grooming brand has tapped 30 male influencers for its Hair Creators campaign, designed to bring attention to Axe Hair styling products. The Hair Creators are comprised of a gamut of social media stars who have varying degrees of reach, but their combined followers equal roughly 26 million. Throughout the month of March, each Hair Creator will be sharing on their own Instagram accounts a video they produced themselves detailing how they use Axe styling products in their daily routines. The influencers — a list of names that includes actor Josh Peck, musician Tyler Ward and the duo behind a foodie Instagram account called @BrunchBoys — will also star in Axe-produced how-to videos. Also, each day in March a different Hair Creator will take over Axe’s Instagram page with the brand’s master barber Pedro Rosario, to answer user-generated questions on hair styling. The men’s hair styling market is largely untapped, according to Axe. “There is huge potential [to grow Axe Hair styling products] as men become more interested in style — 65 percent of guys don’t style [their hair] at all or only style on a special occasion,” said Piyush Jain, vice president of hair care for Unilever

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://ift.tt/2lwCPMz
via IFTTT