Trends Report

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

An Empowered Report

January 7th, 2011
With contributors:
J. P. Gownder , Annie E. Corbett


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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