Old-school shaving brands Philips' Norelco and Procter & Gamble's Gillette are targeting men aged 25 to 34 with a new series of edgy Web ads, a la Unilever's successful Axe campaign. The new online sites include Norelco's ShaveEverywhere.com, in which fruits, nuts and vegetables are used to show the concept of whole body care, and Gillette's NoScruf.org, in which women refuse to shave underarms and legs until men take care of their own scruf.

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