“In July 2008, Unilever executives convened 16 regular young men and women from around the world at a meeting in New York. Why? To tap them for ideas for a new global fragrance for Axe, a brand of men’s body spray, antiperspirant, and shower gel. The company had previously experimented with consumer-driven product development for local launches, but never for one on such a large scale.”
To launch Twist, a new men’s fragrance in its global Axe brand, Unilever turned to a preapproved crowd of eager young amateurs for help. Venessa Wong reports in Business Week.