TheFixers.com Helps Guys Realize Need for New Transformational Line of Grooming Products

ENGLEWOOD CLIFFS, N.J. (Mar. 16, 2009) – A guy’s typical weekend includes nights that extend into early mornings, power naps that substitute for deep slumbers and flurries of text messages with new spots to meet up with friends. The only thing routine about his lifestyle is its unpredictability and the need to be ready for anything that goes down. While some guys prevail and stay on top of their game, others falter and miss out on the experiences that should only be retold at 10-year reunions.

That’s why AXE has launched a complete line of transformational body washes and bodysprays that are designed to fix guys’ minds and change their game. To accompany this new line, AXE has launched TheFixers.com, a Web site that features an instructional talk show and digital pranking system to help concerned friends rehabilitate buddies in need of a game makeover. The online talk show features a real-life problem solver named “The Fixer” and explores the difficulties guys often face in their demanding social lives. Covering everything from questionable social behavior to minimizing party recovery time, the online episodes and interactive pranking system teach valuable lessons and offer solutions to keep every guy up and running.

Transform Your Mind and Game

The new transformational line gives guys an edge in the mating game by helping them combat common problems such as dullness, fatigue, grogginess and shame from questionable behavior. The line includes:

• Shock: Shower Gel and Bodyspray to wake guys up and keep them going throughout the night
• Fever: Shower Gel and Bodyspray to help guys ignite their caliente spirit and get the party going
• Recovery: Shower Gel and Bodyspray to help bring guys back to life after a long night
• Snake Peel: Shower Scrub helps guys shed any regrets they may have from the night before

With the new line, no matter what goes down, AXE will fix guys up. AXE transformational body washes are available at mass retail outlets for a suggested retail price of $3.99 for a 12 fl.-oz bottle. The bodysprays are available at mass retail outlets for a suggested retail price of $4.99 for a 4 oz. can.

Fixing Up Your Friends at TheFixers.com AXE encourages guys to become “fixers” for friends who suffer from the effects of good old-fashioned debauchery by logging onto TheFixers.com. The Web site features online episodes that take visitors through different scenarios that often prevent guys from performing at their best, and a digital pranking system that allows guys to take advantage of a variety of customizable pranks. On TheFixers.com, guys can learn how the transformational line can change their game, while showing their friends a little tough love by addressing four major problems:

• Getting Your Game Face On: When a guy needs a jolt of energy to make it off the couch and out the door for a night on the town - Shock will get the job done
• Adding Some Spice to the Night: When maximizing your potential means turning up the heat - Fever will set your spirit right
• Coming Back to Life: When being the life of the party turns into pain and suffering the next morning - Recovery is the best fix
• Forgetting a Shameful Experience: For guys who need to hit the reset button and shed the shame of a questionable decision - Snake Peel is the perfect solution

Go to www.TheFixers.com to see just how the pranks work.

The Fixers Campaign

The launch of the new AXE transformational line is supported by an integrated, multi-platform marketing campaign called “The Fixers,” which spans traditional and digital media. The campaign includes broadcast, print and digital advertising as well as TheFixers.com, a stand-alone Web site that serves as a relatable point of engagement with the brand by leveraging innovative digital pranks.