Campaign committed to helping guys and girls
better ‘get’ one another in world of modern dating
Following the revelation that a surprising 75 percent of guys
and 60 percent of girls admit to not understanding what tempts the
opposite sex (source: AXE® Omnibus 2014), AXE® the No. 1 men's
fragrance brand globally*– launches the “Summer of Temptation” to
encourage both guys and girls to open up about what truly tempts
them.
AXE unveils new Gold Temptation fragrance
(Photo: Business Wire)
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 – the
authorities on personal style for socially savvy, intelligent men
and women – 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:
- Pick up the phone. Eighty-one
percent of girls are more tempted to go out with a guy if he asks
her out with a personal phone call vs. a text or email (source:
August 2014 issue of Lucky with AXE)
- Be bold. More than 90 percent of
guys say they would love it if girls made the first move and
initiated conversation (source: August/September 2014 issue of GQ
with AXE)
To dig deeper into the world of temptation, actor Michael B.
Jordan – star of “Friday Night Lights,” “Fruitvale Station” and
next year’s highly anticipated film, The Fantastic Four – has
partnered with the brand to conduct and direct a video exploring
what guys and girls really find irresistible.
“Temptation is universal and there’s always something you just
can’t resist,” said Jordan. “Staying healthy is huge for me, but if
bacon’s an option, I’m adding it. And then there’s my sneaker game;
if I walk past them, I’m walking out with them. So, I can’t wait to
explore what entices other folks throughout the AXE Summer of
Temptation – from the quirky to the hilarious and everything in
between.”
AXE is also celebrating temptation with the launch of the new
AXE® Gold Temptation™ fragrance developed by renowned fragrance
expert Ann Gottlieb. New 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. Marrying the richness of amber and spice with
citrus, Gold Temptation captures the warmth of gold to complement
its addictive predecessor.
“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, AXE & 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.”
Visit axetemptation.tumblr.com and follow #TemptationTuesday for
more information about the new AXE Gold Temptation product line and
to learn more about the AXE Summer of Temptation.
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 bodysprays, deodorant and antiperspirant sticks, shower
gels, hair and face care products. AXE® is the No. 1 men’s
fragrance*** in the U.S. and globally. AXE® is also the No. 1
grooming brand, excluding shaving hardware*, and achieved this
status only seven years after launch. Including 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.
*Source Euromonitor International Limited; Men's deodorants,
men's mass &premium fragrance retail value sales combined,
2012; Lynx includes all AXE/Lynx/Ego sales**Based on a survey
conducted Kelton, a leading global insights company, which sampled
1,000 Nationally Representative Americans ages 18-24***Based on
volume of men's grooming products sold (excluding shaving
hardware): Total US Market for Men's Grooming Products 52 weeks
ending November 23, 2013
About Unilever North
America
Unilever is one of the world’s leading suppliers of Food, Home
and Personal Care products with sales in more than 190 countries.
Working to create a better future every day, we help people feel
good, look good and get more out of life. In the United States and
Canada, the portfolio includes brand icons such as: Axe, Becel, Ben
& Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair
Therapy, Consort For Men, Country Crock, Degree, Dove personal care
products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s
Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton,
Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise,
Q-tips, Ragu, Simple, Slim-Fast, St. Ives, Suave, TIGI,
TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the
preceding brand names are trademarks or registered trademarks of
the Unilever Group of Companies.
Our ambition is to double the size of our business, while
reducing our overall environmental footprint (including sourcing,
consumer use and disposal) and increasing our positive social
impact. We are committed to helping more than a billion people take
action to improve their health and well-being, sourcing all our
agricultural raw materials sustainably by 2020, and decoupling our
growth from our environmental impact. Supporting our three big
goals, we have defined seven pillars, underpinned by targets
encompassing social, environmental and economic areas. See more on
the Unilever Sustainable Living Plan at
http://www.unileverusa.com/sustainable-living/ or
http://www.unilever.ca/sustainable-living/.
Unilever employs approximately 11,500 people across North
America – generating more than $10 billion in sales in 2013. For
more information, visit www.unileverusa.com or www.unilever.ca.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20140715006017/en/
EdelmanElizabeth Harris,
212-277-3759Elizabeth.harris@edelman.com
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