AXE Launches Black Chill

AXE has released the results of a funny survey, as part of a promotion for its new product launch, Black Chill.

According to the brand, the 'survey' shows girls are getting hotter over time – and this evolution is causing guys to lose their cool and experience nervous symptoms in their presence.

AXE says its new Black Chill product range, which is infused with citrus, mint and cedar wood fragrances, is designed to help guys who experience fidgeting, avoidance of eye contact and fumbling around attractive girls.

The collection includes a deodorant stick, anti-perspirant invisible solid, shower gel, shampoo, face wash, shave gel and post shave hydrator. The packaging also looks "cool". The black stick deodorant, shown, has a white pearlescent dome shaped lid.

And, the brand's 'survey' is real...(even if it's not 'breaking news')...

• 91 percent of guys ages 18 to 24 agreed that girls have gotten hotter over the past 100 years.
• 74 percent of girls surveyed said that they have noticed how guys act nervous when encountering a hot girl for the first time.

The brand takes these types of surveys seriously.

Matthew McCarthy, director of brand building for AXE explained:
"Understanding attraction between girls and guys is at the heart of the AXE brand. As confidence is a key element of attraction, AXE helps guys keep their cool through key moments in the dating game."