AXE® presents Michael B. Jordan's directorial debut and uncovers the mysteries behind temptation

To get to the bottom of what truly tempts guys and girls, AXE® Gold Temptation™ introduces the Temptation Lab

ENGLEWOOD CLIFFS, NJ - (September 23, 2014) - AXE®, the No. 1 men’s fragrance brand globally*, and Michael B. Jordan, star of the highly-anticipated “The Fantastic Four” film reboot, unveil the source behind all temptation in a new video spot. This project marks Jordan’s directorial debut and takes viewers on a behind-the-scenes tour of the “AXE Temptation Lab,” where the brand creates the most tempting scents on earth and unveils their latest breakthrough “discovery”: the Temptation Gland.

“I thrive off collaboration and love having a hand in various aspects of a project, so directing was a natural extension of my career,” said Jordan. “Working with AXE to help them launch the Gold Temptation™ line and bring the ‘AXE Temptation Lab’ to life was a great opportunity to showcase my directing chops and have a little fun while I was at it.”

During the “AXE Summer of Temptation” guys and girls interacted with #TemptationTuesday and opened up about what truly tempts them. Feedback revealed 64 percent of people say the color red makes anything more tempting and 80 percent of TV and film viewers are tempted to read a spoiler alert before watching the corresponding episode or movie. Findings such as these served as the inspiration behind the Temptation Lab video and scenarios depicted in the content.

The “AXE Summer of Temptation” was launched in conjunction with the brand’s first flanker fragrance, AXE® Gold Temptation™. As part of the Temptation Line, AXE® Gold Temptation™ is based off of the successful core formulation of the brand’s top selling global fragrance, AXE® Dark Temptation™.

To view the video, get a further glimpse inside the “AXE Temptation Lab,” and learn more about AXE® Gold Temptation™ and AXE® Dark Temptation™ visit

About AXE®

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 antiperspirant sticks, shower gels, hair and face care products. AXE® is the No. 1 men’s fragrance* in the U.S. and globally. AXE® is also the No. 1 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

*Based on volume of men’s grooming products sold (excluding shaving hardware): Total US Market for Men's Grooming Products 52 weeks ending November 23, 2013

**Source Euromonitor International Limited; Men's deodorants, men's mass &premium fragrance retail value sales combined, 2012; Lynx includes all AXE/Lynx/Ego sales

Siobhan Fludder - Edelman


Explore more on these topics:

Back to top


We're always looking to connect with those who share an interest in a sustainable future.


Get in touch with Unilever and specialist teams in our headquarters or find contacts around the world.

Contact us