Beauty Industry

Axe Launches Gold Temptation Collection

The new line - including it's first-ever flanker fragrance - will be strongly promoted on social media.

July 25, 2014

By: Jamie Matusow

Editor-in-Chief

Axe has launched the “Summer of Temptation” campaign to promote its new Gold Temptationline.

Axe will be encouraging consumers to talk about “temptations” on social media on #TemptationTuesday, and will reveal insights from guys and girls at axetemptation.tumblr.com.

The brand has also partnered with GQ andLucky magazines, which surveyed 2,000 guys and girls to gain insights on dating and relationships – the findings are revealed in the August issues of these magazines.

Axe has also recruited actor Michael B. Jordan, star of “Friday Night Lights and next year’s film, The Fantastic Four, to star in a video.

Axe’s new collection includes its Gold Temptation fragrance, the brand’s first-ever flanker, inspired by Axe Dark Temptation. The scent was developed by renowned fragrance expert Ann Gottlieb.

Matthew McCarthy, senior director, Axe & Men’s Grooming for Unilever, said:

“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. 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.”