AXE is more than just sexy, it's also fun – that's the POS message aimed at a young target audience.

To support the launch of the "Axe Hair" series of hair care and styling products, the STI Group developed a display solution with an integrated "education area" that invites consumers to play with and test out the merchandise.

A rotating tube made of card in the upper part of the display allows young people to inform themselves about the different style options.

The modular construction of the corrugated board display allows it to be fitted for different countries and stocking scenarios. This cuts development times, costs and complexity for Unilever and represents improved ecological and economical sense.

Placing a variety of different hair care and styling products on each level promotes the sale of multiple articles. The product launch in February/March 2012 is supported by a large-scale advertising buy that integrates the POS display into the overall 360° campaign.