Unilever says the move has been made to address the need for specific products for men that are designed for face after a recent brand survey showed that only 14 per cent of men are using only water and 18 per cent are using shampoo to do the job.
"AXE is reminding guys how important, yet easy, it is to take care of their skin," said Rob Candelino, vice president, AXE Skincare. "We listen to our consumers and understand what guys want when it comes to grooming. Face care is a natural next step for the brand."
Designed in four variants, the AXE Face range will offer a variety of gel- and cream-based products.