Edelman Picks Up PR for Two Unilever Brands
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Edelman Picks Up PR for Two Unilever Brands

Edelman Public Relations Worldwide has been retained by the home and personal care division of Unilever to handle the North American launch of Axe deodorant body spray and the promotion of Finesse hair care product lines.

Paul Holmes

CHICAGO, July 10—Edelman Public Relations Worldwide has been retained by the home and personal care division of Unilever to handle the North American launch of Axe deodorant body spray and the promotion of Finesse hair care product lines.  The Edelman Chicago, New York and Toronto offices will work on the accounts.
 
According to Michelle Holland, director of public relations for Unilever HPC-NA, “Edelman’s proven expertise in supporting new product launches, combined with its intimate knowledge of the beauty industry media and outstanding interactive services, made it the ideal choice for promoting our Axe and Finesse brands.”
 
The Edelman team is already working on plans to launch Axe in North America this fall.  Unilever’s introduction of Axe to the U.S. market is part of its plan to target the rapidly growing, $7.7 billion male grooming segment. Axe was first launched in France in 1983 and currently leads all other male deodorant brands globally with 7.5 percent market share, according to ACNielsen and  IRI 2000 reserach.
 
The PR firm’s work for Finesse includes the HAIRevolution tour, celebrating the trend-setting hairstyles of past decades and looking ahead to futuristic styles of the year 2050. The tour kicked off in New York City in late June and will visit Chicago’s Union Station in late August. Edelman’s interactive division will also work on the redesign and relaunch of the Finesse website.
Steve Singerman, executive vice president and general manager of consumer marketing and healthcare, will lead the account team. The Edelman Chicago team includes Bob Kopach, Mary Semling, Howard Pulchin, and several others.
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