This unprecedented event created enormous buzz socially and among users.

○ Long lines formed across Japan and the 300,000 sets were gone immediately.

○ The campaign was featured by more than 100 media including TV and newspapers.In addition, post-sampling surveys revealed: ○ Sample usage rate increased from 50% → 82% ○ It was a memorable campaign: YES 94%！ ○ Campaign led to product purchase intent: YES 91%！Immediately after the campaign, AXE BODY SOAP market share rose from 52% → 61%!and sales of core AXE Body Soap products also grew dramatically by 42%!