The wide-open brief we received from Axe led us into a year-long immersion in the brand and it's customer. Throughout the duration of the project, we went through intensive ideation, research and prototyping phases. Prime was responsible for designing both the product and structural packaging and we also provided manufacturing liaison throughout the project.

The Axe Detailer shower tool not only achieved the objective of increasing sales of Axe body wash–its success has inspired an entirely new category of male shower implements with at least three competitive brands launching “me-too” products.

The success of the Detailer can be attributed to our integrated, in-depth development process. We interviewed Axe "Guys", watched them in the shower (they knew we were there) and our designers scrubbed up with all manner of materials.

We then produced multiple rounds of prototypes for user testing and finally worked directly with the manufacturer to identify and develop cost-effective production techniques.

We continue to work with the Axe brand to develop new ideas and products – a new version of the Detailer was also launched in 2010 with improved ergonomics, increased lather generation and optimized packaging.

Originally designed for the US market, the Detailer has become a global success story and it’s available in markets as diverse as Russia, Japan and Israel.

This success has led to us working with many more of Unilever’s brands including Dove, Caress and Vaseline. 

The package design of the Detailer was awarded a 2008 Bronze Pentaward.