Axe celebrates launch of new Axe Gold Temptation line

ENGLEWOOD CLIFFS, N.J. — To help promote the launch of its new Axe Gold Temptation line, Unilever’s Axe is sparking social conversations on dating, attraction and indulgences and has partnered with actor Michael B. Jordan.



Following the revelation that 75% of guys and 60% of girls admit to not understanding what tempts the opposite sex, according to Axe Omnibus 2014, the men’s grooming brand has launched the “Summer of Temptation” to encourage both guys and girls to open up about what truly tempts them.



Throughout the summer, Axe will spark social conversations about dating, attraction and indulgences on #TemptationTuesday and reveal insights from both sexes on axetemptation.tumblr.com. To start the conversation, Axe partnered exclusively with GQ and Lucky magazines to survey 2,000 guys and girls and uncover the truth behind temptation. Survey findings reveal how style and technology impact today’s modern relationships. Two such insights include:

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  Pick up the phone: 81% percent of girls are more tempted to go out with a guy if he asks her out with a personal phone call versus a text or email; and


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  Be bold: More than 90% of guys say they would love it if girls made the first move and initiated conversation

To dig deeper into the world of temptation, actor Michael B. Jordan, star of “Friday Night Lights,” “Fruitvale Station” and next year’s film “The Fantastic Four,” has partnered with the brand to conduct and direct a video exploring what guys and girls really find irresistible.



Axe also is celebrating the launch of the new Axe Gold Temptation fragrance developed by fragrance expert Ann Gottlieb. Axe Gold Temptation is the first flanker fragrance in the brand’s 30-year history. It is based off the successful core of Axe Dark Temptation, the brand’s top-selling fragrance globally.



“Axe is a brand that listens to consumers and for years, our fans have provided overwhelming feedback on our social channels about their love of Dark Temptation,” said Matthew McCarthy, senior director of Axe and men’s grooming for Unilever. “We knew we had something special — a blockbuster — and we wanted to build upon it. With Axe Gold Temptation, we created something unique that perfectly complements Axe Dark Temptation.”