AXE, a leader in men’s care, teamed up with the Sports and Leisure Research Group, to conduct a study with guys and girls at six major U.S. colleges and universities to see what they really thought about male grooming. In the random crossover study, guys at six major Universities were asked to shower with bar soap for one week and with AXE Phoenix Shower Gel and the AXE Detailer Shower Tool for a week.
From January 30 to February 20, 2010, guys were using the products for one week, and a control bar of soap for another week. Respondents were then asked to complete a post survey asking about their product preference and attitudes. A supplemental women’s survey was conducted to gain a perspective on some of the same issues, as well as elicit reactions and observations to their friends using Axe Shower Gel. These results are drawn from a total of 367 respondents, 261 men and 106 women.
With the insights from girls across all six campuses, AXE honed in on what girls truly want and found that college girls agree: cleanliness is next to sexiness. 66% of girls surveyed felt that a guy who put more effort into their personal hygiene was sexy. The majority of girls (81%) also confessed that they’d be more willing to shower at a guy’s apartment if he had AXE Shower Gel in his shower (as opposed to bar soap).
Knowing that girls dig a guy with that «just took a shower» smell, AXE wanted to find out from girls who they thought were the cleanest guys on campus. The verdict: the school’s hottest guys are more likely to be found in the library than the weight room.
After showering with AXE, nine out of 10 guys (91%) felt more confident in approaching girls and commented that they’d be ready for that chance hook-up opportunity. 88% of guys felt more confident in high-pressure situations, such as internship interviews, class presentations, etc., after showering with AXE. In fact, during the week in which guys showered with AXE Shower Gel and the AXE Detailer Shower Tool, they were seven times more likely to hook up (23% vs. 3% of those who used regular bar soap).