AXE Lounge Makes Its South Beach Debut During the Biggest Party Weekend of the Year

- Iconic Men's Grooming Brand AXE Puts its Stamp on Elite Miami Party Scene at Fontainebleau's LIV Nightclub -

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Feb 03, 2010, 06:00 ET

NEW YORK, Feb. 3 /PRNewswire/ -- As throngs of athletes, celebrities and the global spotlight descend on Miami for the championship football game, the drive to host the biggest and best party often gets as much attention as the game itself. This year, AXE, a leading men's grooming brand*, puts its signature style on the Big Game's party scene by transforming LIV Nightclub at the Fontainebleau Miami Beach into AXE Lounge from Feb. 5-7.

AXE Lounge launched last summer with an unprecedented summer-long title partnership with Dune nightclub, located in Southampton, NY. Due to the partnership's success, AXE is now fusing the cachet it built in the Hamptons with the quintessential nightlife in Miami. With AXE Lounge at LIV, AXE becomes a major player in the party scene leading up to the Big Game with an experience that no other brand can provide.

From AXE Lounge events in the Hamptons, Manhattan and Miami, to party integrations at top award shows, sporting events and film festivals, the AXE brand is at the forefront of creating immersive brand experiences with high-profile celebrities and musical artists in places that are most relevant to the AXE consumer. The efforts to establish AXE as a leading lifestyle brand have helped AXE overtake its competition to become the leading men's grooming brand (excluding shaving hardware) only seven years after launching in the U.S.*

The Fontainebleau Miami Beach, which recently completed a $1 billion renovation and expansion, unveiled LIV in 2008 and the nightspot quickly became the premier destination in Miami, regularly attracting VIPs, celebrity clientele and high profile performances. Through the partnership with LIV, AXE Lounge will be an exclusive destination for celebrities, athletes and Miami's hottest social scene for the weekend of the Big Game. Each night, the AXE Lounge also will provide exclusive entertainment courtesy of Diddy, Jennifer Lopez, DJ Vice, and many surprise guests.

"The partnership with AXE is a seamless fit for LIV and Miami nightlife," said David Grutman, Operating Partner for LIV Nightclub and Cofounder of Miami Marketing Group. "As seen with AXE Lounge in the Hamptons, AXE can throw a hell of a party and, with the plans currently in place, Miami is in for one unforgettable weekend."

The AXE brand is known for connecting with guys and girls in fun, surprising ways. AXE Lounge at LIV is another way for the brand to create a memorable experience relevant to its target.

"When the AXE brand first embarked on the unique, unexpected marketing strategy of taking over a club, we found that AXE Lounge provided an outlet for guys and girls looking for a one-of-a-kind experience that no other brand could provide," said Mike Dwyer, AXE marketing director. "AXE Lounge at LIV will continue that tradition by bringing the hottest talent to Miami's premier nightlife destination."

AXE Lounge at LIV will be located at 4441 Collins Ave. in Miami Beach.

About AXE

AXE, a leader in men's care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant bodysprays, AXE is the largest men's deodorant brand in the U.S.

The brand's mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.