ENGLEWOOD CLIFFS, N.J.,
Sept. 18, 2012 /PRNewswire/
-- Here's a splash of cold water: a recent survey conducted by
AXE found the average shower taken by an 18- to 24-year-old in the
U.S. lasts more than 17 minutes, a full nine minutes longer than
the optimum shower time recommended to conserve water.[1] While
generally not top-of-mind, people's water use habits play a big
role in determining their personal environmental footprints. AXE
Shower is launching "Showerpooling," a campaign to educate guys and
girls on the importance of water conservation in the U.S. and how
everyone can save water by taking small actions in their everyday
lives.
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The Showerpooling campaign encourages guys and girls to make
sustainable living routine, have fun while doing it and recruit
their friends to join in on the action. The campaign includes
tongue-in-cheek animated videos narrated by AXE ambassador and
actress Nikki Reed (Twilight, Empire
State); an online pledge to save water; and a campus tour through
which AXE will distribute 7,000 water-efficient Delta® showerheads
with H2Okinetic™ Technology. AXE Shower is also donating
$100,000 to the Alliance for Water
Efficiency, a non-profit organization dedicated to the efficient
and sustainable use of water, to fund conservation research
projects and provide technical support to water-stressed
cities.
"Seventy percent of the Earth's surface is covered by water, but
less than one percent of this is available for human use," said
Mary Ann Dickinson, President and
CEO of the Alliance for Water Efficiency. "Water supplies are
finite and it's crucial that young people are educated about this
issue so we can work to conserve this precious resource."
To better understand 18- to 24-year-olds' water consumption
habits, AXE surveyed more than 1,900 guys and girls across the
country.
The good news is that many are already actively saving
water:
- 65 percent already have or want to install a water-efficient
showerhead, which can use 20 to 35 percent less water than an
industry standard showerhead[2]
- 64 percent rarely or never keep the water running while
brushing their teeth, which can save eight gallons per
day[3]
However, the survey results revealed that there is much room for
improvement, as just 1 percent of guys and girls keep their showers
to the optimum length of five minutes or less.[4] In fact, 40
percent of respondents spend more than 20 minutes per shower!
"AXE users and fans are passionate about environmental issues,
including water conservation," said Rob
Candelino, Vice President of Unilever's U.S. Skincare
business. "We're thrilled to be giving these guys and girls a
chance to take action on a cause that is extremely important now
and will be to future generations as well."
Here's how to join the Showerpooling cause:
- Visit Facebook.com/AXE to get simple water-saving tips, take
the Showerpooling pledge, and enter for the chance to win a
water-efficient showerhead and other "green"-themed prizes
- Attend one of the stops on AXE's Showerpooling Campus Tour for
a chance to win a free Delta® water-efficient showerhead with
H2Okinetic™ Technology and participate in fun challenges
for prizes
- Kickoff event is October
2nd at the University of
Southern California
- Follow the AXE social media hubs to get the full schedule of
all stops on the campus tour
- Go to YouTube.com/AXE to view animated Showerpooling
videos
About AXE
AXE, a leader in men's care, is an iconic personal
care brand around the world that helps guys look, smell and
feel their best. The Unilever-manufactured brand is available in a
line of deodorant bodysprays, deodorant and anti-perspirant sticks,
shower gels and hair care products. AXE is the No. 1 men's grooming
brand in the U.S., excluding shaving hardware, and achieved this
status only seven years after launch. Including deodorant
bodysprays, AXE is the largest men's deodorant brand in the
U.S.
The brand's mission is to help guys get the girl with grooming
products that reflect individual personality and lifestyle. For
more information, visit www.theaxeeffect.com.
About Unilever North America
Unilever is one of the world's leading suppliers of fast moving
consumer goods with strong operations in more than 100 countries
and sales in 190. With products that are used over two billion
times a day around the world, we work to create a better future
every day and help people feel good, look good and get more out of
life with brands and services that are good for them and good for
others. In the United States and
Canada the portfolio includes
brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli,
Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men,
Country Crock, Degree, Dove personal care products, fds, Good
Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!,
Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus,
Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragu, Simple, Skippy,
Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI,
TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names
are trademarks or registered trademarks of the Unilever Group of
Companies. Dedicated to serving consumers and the communities where
we live, work and play, Unilever employs more than 13,000 people
across North America –generating
over $9 billion in sales in 2011. For
more information visit www.unileverusa.com or www.unilever.ca.
About Alliance for Water Efficiency
The Alliance for Water Efficiency is a non-profit organization
dedicated to the efficient and sustainable use of water.
Headquartered in Chicago, the
Alliance serves as a worldwide advocate for water efficient
products and programs, and provides information and assistance on
water conservation efforts. More information is available at
www.AllianceforWaterEfficiency.org and
www.Home-Water-Works.org.
About Delta Faucet Company
There is a philosophy at the heart of every Delta® product:
there is a better way to live with water. It goes beyond excellent
design to incorporate smart thinking that anticipates people's
needs. From proprietary TOUCH2O® Technology that turns
faucets on and off with just a touch to H2Okinetic™ shower
technology that uniquely shapes the water to create larger water
droplets that retain heat longer for a more drenching shower
experience, Delta products incorporate thoughtful features that
delight. Paired with beautiful, inspirational design, it's another
way that the Delta® brand is more than just a faucet. Named 2011
WaterSense® Manufacturer Partner of the Year by U.S. Environmental
Protection Agency, Delta Faucet Company is a worldwide leader in
faucets and related accessories and sells products in more than 53
countries. For more information, visit www.deltafaucet.com.
About Masco Corporation
Masco Corporation (NYSE: MAS) is one of the world's largest
manufacturers of brand-name consumer products for the home and
family, including Behr® paint; Delta® and Hansgrohe® faucets, bath
and shower fixtures; KraftMaid® and Merillat® cabinets; and
Milgard® windows and doors. Masco is also a leading provider of
services that include the installation of insulation and other
building products through Masco Contractor Services. Visit
www.masco.com for more information on the Masco family of
brands.
[1] National survey of 1,901 guys and girls 18-24 conducted by
Harris-Poll July and August 2012;
according to the Alliance for Water Efficiency, the average shower
duration in America is 8.2 minutes; to maximize water saved, the
Alliance for Water Efficiency recommends limiting shower time to
five minutes
[2] The Delta® 52659-PK model showerhead with
H2Okinetic™ Technology uses 20 percent less water than a
non-water-efficient showerhead
[3] The Environmental Protection Agency's "Simple Steps to Save
Water"
[4] To maximize water saved, the Alliance for Water Efficiency
recommends limiting shower time to five minutes
SOURCE Unilever North America