NEW AXE Excite is an alluring, woody fragrance that hooks girls on the first encounter. Developed by world-renowned fragrance experts. AXE Excite combines a seductive blend of coconut, hazelnut and caramel scents that evolve into a sexy, lingering aroma.

The mating game is one of life’s greatest adventures—you never know when an opportunity will pop up or where it will lead. But, if a guy’s head isn’t in the game, he could end up missing out on the journey. To help guys, AXE Hair created a new line of three shampoos that provide unique sensorial experiences to transform guys’ moods to get them ready for any adventure.

To further investigate the science behind scent and attraction, AXE, the iconic men’s grooming brand, commissioned new research unearthing what scents turn girls on and discovered that where a girl resides influences the scents she’s attracted to the most.

MUSIC SETS THE TONE FOR THE MATING GAME
Just ask any guy or girl, from hook-ups to breakups and everything in between, relationships are
often told through and influenced by music. In fact, 85 of the top 100 most downloaded songs are
about the opposite sex. (iTunes, 2/10)

AXE conducted a study with guys and girls at six major U.S. colleges and universities to see what they realy thought about male grooming. In the random crossover study, 261 guys were asked to shower with bar soap for one week and with AXE Shower Gel and the AXE Detailer Shower Tool for a week.

NEW! AXE RISE SHOWER GEL AND BODYSPRAY

AXE is helping guys conquer grogginess with new AXE Rise Shower Gel and Deodorant Bodyspray designed to help them catch key details each morning, which is essential to having good game. Dating opportunities can arise at any moment, but guys often miss important details in the morning because they’re tired and not very alert, ultimately ruining their chance to score a date.

AXE, a leader in men’s grooming, offers a full line of products that help guys look, smell and feel their best. Following is the innovation line-up for 2010:

No matter what goes down, AXE will fix guys up with their new line of transformational body washes and bodysprays designed to help guys combat common mating game problems. Available in stores since March 2009, the transformational product line revitalizes the senses to fix a guy’s mind and change his game.

Cocoa. Cacao. Xocolatl. No matter what it’s called, all women really want is chocolate, and research* proves it – nearly 70 percent of women around the globe ranked chocolate as more irresistible than shopping, jewelry or even sex! Now AXE, a leader in men’s grooming, has turned the chocolate temptation into a seductive fragrance.

It’s time for guys to get a clue about their hair. AXE talked to girls and new research reveals that 74 percent of girls agree that hair is one of the first things they notice about a guy. Additionally, 90 percent say that upon meeting a guy for the first time, they are at least somewhat likely to go out with him if he has good hair. But when AXE talked to guys, only 29 percent thought that hair is very important when it comes to attracting a girl. The truth is, bad hair is hurting guys’ game, and they have no idea.

Let’s face it – girls don’t like guys who stink. So, what’s a guy to do about it? The answer: it’s all about education. Surprisingly, B.O. forms on many parts of the body, not just the armpits. In fact, only about 2 percent of sweat glands are located in the pits. Using AXE deodorant bodyspray helps kill odor-causing bacteria all over the body. A “Double Pits to Chesty” – one spray under each armpit and across the chest – every day is all guys need to stay fresh.

AXE, a leader in men’s grooming, is an iconic personal care brand around the world that helps guys look, smell and feel their best. Manufactured by Unilever, AXE is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products.

AXE is helping guys embrace their soft side with NEW AXE Sensitive Shower Gel. The new mild formula is enriched with cucumber and milk protein, gently cleansing guys’ skin and leaving it soft… just the way she likes it.

AXE, a leader in men’s grooming, offers a full line of products that help guys look, smell and feel their best. Following is the innovation line-up for 2010: