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For B2C Marketing Professionals

Case Study: Co-Creation Provides A Twist To Unilever's Axe Product Strategy

An Empowered Report

January 7, 2011


  • By Doug Williams,
  • Abe Garon
  • with J. P. Gownder,
  • Annie E. Corbett

Why Read This Report

Axe, a Unilever brand of deodorants, body sprays, and shower gels, began using in-person face-to-face co-creation engagements in 2007 with a limited-edition European offering. Based on that experience, co-creation has become an important and trusted tool in the development of Axe's fragrance variants. For all product strategists, Axe's story offers a valuable lesson about the transformative nature of direct consumer involvement in the development of product strategy and needed perspective on how to calculate the value of co-creation.

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