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.

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.