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Marketers rush into men''s care category; Euro skin care, sprays, depliatories hit U.S.

Publication: Advertising Age
Publication Date: 29-JUL-02 		Format: Online - approximately 518 words
Delivery: Immediate Online Access
Full Article Title: Marketers rush into men''s care category; Euro skin care, sprays, depliatories hit U.S.(Brief Article)

Article Excerpt
Based on the conviction that beneath men's gruff exterior lies insecurity best addressed by personal-care products, an unprecedented wave of male cleansers, moisturizers, sunscreens, depilatories and body sprays has begun washing up on U.S. shores, largely from European marketers.

Unilever's $90 million launch of Axe, which goes beyond the traditional U.S. guy bounds of deodorants and aftershave into the relatively uncharted territory of body spray, heads the list. Unilever said its research found 50% of U.S....

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