Study confirms suspicions; chocolate provides women with pleasure comparable to sex



    AXE launches new scent to capitalize on this "scientific" breakthrough.

    TORONTO, Feb. 10 /CNW/ - Just in time for Valentine's Day, AXE reveals
results from a global survey about what women find irresistible... and
unfortunately, it's not necessarily you, your taste in wine, or your oyster
shucking abilities.
    In the recent survey, AXE talked to women from 13 countries to determine
once and for all what it is they really want. More than 3,500 women
participated, bringing to light a number of revolutionary findings that will
prove useful in the week ahead:

    
    -   When asked what they find irresistible, chocolate was the number one
        response for 69.1% of women - beating out flowers, shopping, wine and
        sex.

    -   Nearly half (41.8%) of women find that chocolate provides them with
        pleasure comparable to sex.

    -   Globally, women consider chocolate to be their number one
        aphrodisiac.

    -   67.4% of women would hide chocolate to avoid sharing it, while 29.3%
        would feign feeling faint to get themselves a piece.

    -   The majority of women (80.9%) find chocolate hard to resist.
    

    Armed with this scientific proof of an age old assumption, AXE is
launching their newest scent, Dark Temptation, to give guys the edge this
Valentine's Day - and beyond.
    Developed by fragrance expert Ann Gottlieb, whose credentials include
Calvin Klein's Obsession and Sarah Jessica Parker's Covet, Dark Temptation
combines the subtle scent of chocolate with notes of coriander, red
peppercorn, sage and ginger.
    The newest scent from AXE, Dark Temptation, is available in an
Anti-Perspirant (76g, MSRP $4.99), Deodorant (85g, MSRP $4.99), Shower Gel
(354mL, MSRP $4.99) and Bodyspray (155mL/113g, MSRP $6.99).

    
    Availability:   AXE Dark Temptation is available now at most grocery,
                    drug and mass retail outlets.
    

    About AXE:

    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. The Unilever
manufactured brand is available in a line of deodorant bodysprays, deodorant
and anti-perspirant sticks, shower gels and hair care products. AXE is the No.
1 male Anti-Perspirant Deodorant brand and the No.2 in men's personal wash in
Canada.
    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.axe.ca.





For further information:

For further information: Andrea Burmaster, Harbinger Communications,
(416) 960-5100 ext. 253, aburmaster@harbingerideas.com

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