Axe Soap

Axe, the Unilever's manly brand has recently forayed into soap bars also. With that now Unilever has its soap offerings in almost all the regular categories with Lifebuoy, Lux, Hamam, Dove, Pears and Liril 2000.

With Axe soap bar Unilever is catering to the male segment which was till this point vacant after the rebranding of Lifebuoy from a manly soap to a family oriented one.

The soap can be considered premium offering as it has been priced at 35 Rs. in India. The positioning is still the same, with a picture at the back of the packaging showing a guy charming the chick after using the soap bar.

The product has pretty high chances of acceptance, i saw quite a few men checking the soap out in the Magson's shopping mall, Goa. Though, they eventually did not buy it, may be because of its price. 

If the soap becomes a hit, then it can result into a number of Me2 products. The first of them can be Set Wet, which has a similar positioning. Set wet is from the house of Paras Pharma, which has been recently completely acquired by Marico from Rekitt Benkiser. And with the set wet soap Marico can foray into soaps also.

Coming back to the Axe Soap. Right now there is no such ATL promotion. There is no mention of the soap bar in the company's website also. May be they are doing a pilot run before scaling up, which is very easy for Unilever considering their already available required resources to do such thing with any new offering in the category.

My good wishes with the company.