With Summer upon us, it’s time for men to chop those shaggy locks for a short-cropped style that will keep them cool, like a military crew-cut, which has been making a pop culture comeback. The problem with a short buzz cut, as identified by Axe, is it exposes the scalp to the sun’s powerful UV rays. Earlier this month, Axe offered a solution for this summertime hair woe with the launch of its new Buzzed-Look Cream with SPF +15. The product is effective for crew cut styles – protecting the scalp from the sun, while keeping hair soft and touchable.
Axe targeted their product launch to those who best represent the classic military-style cut, by partnering with Wounded Warriors – a nonprofit organization whose mission is to honor and empower wounded soldiers. Axe donated $50,000 to the organization in conjunction with the launch.
“Over 44,000 of our nation’s armed forces have been physically wounded during the current military conflicts and hundreds of thousands more are estimated to be recovering from the invisible wounds of war,” said Adam Silva, chief development officer of Wounded Warrior Project. “Axe Hair’s contribution will fund programs that nurture the mind, body and spirit and help returning warriors take on their next challenges here at home.”
The Launch event, hosted on June 11th at the Axe Lounge in Southampton, New York, was attended by Reality TV star Lo Bosworth, who helped shave the heads of bushy-haired guys.
One of those guys was NFL quarterback Sam Bradford, 2008 Heisman Trophy winner and number one draft pick of the 2011 season. As a spokesperson for Axe hair products, particularly the Buzzed Look Cream, Bradford had his trademark long, curly hair shaved off by an Axe stylist.
“I’m always changing up my style – my ritual is to grow my hair and to cut it off at the end of each season. This time I’m doing it the right way by working with Axe Hair who’s giving me a new buzz look,” he said.
Axe used Facebook as the central platform for their social media push. A landing page is dedicated to the product, presenting the slogan “Protected scalp for you, feels good for her.” The page includes a video of an Axe street team promoting the product in New York City, offering free buzz cuts and product samples. A Q&A forum features celebrity hairstylist Amy Komorowski answering questions about buzzed hairstyles.
The Buzzed Look Cream is Axe’s first and only product with SPF, but without any print or television ad support to date, it will be interesting to see how well the product fares in the competitive market of summer hair product introductions.