AXE® UNVEILS EVOLUTION OF SUPER-HEROINE HOTNESS AT COMIC CON
AXE Introduces Black Chill™ Collection to Help Keep Guys Cool as Supermodel Emily Ratajkowski and AXE Super-Heroines Turn Up the Heat
ENGLEWOOD CLIFFS, N.J., July 20, 2013 /PRNewswire/ — Last night, girls and super-heroines alike raised temperatures throughout San Diego at Comic Con ’13. At the weekend’s most sizzling event, Playboy and Universal Pictures’ “Kick-Ass 2” party, sponsored by AXE Black Chill™, a red hot stunt revealed how the style of the comic book girl has evolved throughout the ages – becoming hotter and more badass with each decade – with a special appearance from the sexiest girl of the summer, supermodel Emily Ratajkowski.
The comic-book girl stunt coincided with the official launch of the AXE Black Chill™ collection – designed to help guys keep their cool as leading ladies from video games, sports, movies, and all areas of guys’ lives continue to get hotter throughout the decades.
Showcasing how female comic book characters have progressed throughout the years, a team of super-heroines lit up last night’s party with an action-packed flash of flames, zip lines, and heat. These fierce girls displayed a look from each comic era – from the Golden Age of pleated skirts, tights and pumps with Americana flair, to the Silver Age of daring headpieces, thigh-high boots and short shorts. The most recent era, the Modern Age, brought guys and comic fans to a boiling point, as the super-heroines debuted curve-hugging body suits and lots of skin.
Burning up the showcase finale, supermodel Emily Ratajkowski presented the AXE Black Chill™ collection as a solution to cool down party goers while she and her fellow heroines spiced up the night. Ratajkowski, who most recently starred in Robin Thicke’s Blurred Lines music video stated, “In a time when girls are getting hotter, AXE Black Chill™ is the perfect wingman to help guys keep their cool.” Ratajkowski went on to say, “Confidence is sexy. We need guys to relax, chill out and just have a good time.”
Emily isn’t the only girl who thinks confidence is key. A recent survey1 conducted by AXE found that 80% of girls feel it’s important for guys to keep cool and confident around the girls they find attractive. The survey also revealed speechlessness, avoidance of eye contact, and fumbling were the top nervous symptoms guys ages 18-24 experience around attractive girls. AXE decided it was time to offer the solution.
“The most recent AXE survey found that 3 out of every 5 guys would feel more attractive to girls if they smelled nice and were well-groomed, so we’re excited to provide guys with AXE Black Chill™,” said Matthew McCarthy, Director of Brand Building for AXE. “We are always looking to help our guy become more cool and confident, which in turn, will help light a spark between him and his super-heroine.”
AXE Black Chill Collection
As a leader in men’s grooming2 and expert in the game of attraction, AXE has developed the new Black Chill collection to help guys keep their cool in any social interaction. Infused with citrus, mint and cedar wood fragrances notes, the new AXE Black Chill collection will help guys look and smell their best, in turn boosting their confidence in front of the opposite sex.
The AXE Black Chill collection offers a full product line including a deodorant stick, antiperspirant invisible solid, shower gel, shampoo, face wash, shave gel and post shave hydrator to meet all of guys’ grooming needs, helping him look, feel and smell his best. To learn more about the AXE Black Chill collection, visit Facebook.com/AXE or theaxeeffect.com.
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 anti-perspirant sticks, shower gels, hair and face care products. AXE is the No. 1 men’s fragrance* in the U.S. and the No. 1 men’s 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.
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 190. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. 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, fds, 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, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America –generating over $9 billion in sales in 2011. For more information visit www.unileverusa.com or www.unilever.ca.
# # #