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AXE at Comic Con in San Diego

'Black Chill' sponsored the Playboy and Universal Pictures' 'Kick-Ass 2' party.

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By: Jamie Matusow

Editor-in-Chief

The recently launched AXE Black Chill collection made an appearance at Comic Con ’13 in San Diego, during a live presentation and humorous video showing how the style of the comic book girl has evolved throughout the ages – “becoming hotter and more badass with each decade,” the brand says.

The presentation took place at the Playboy and Universal Pictures’ ‘Kick-Ass 2’ party, which the brand sponsored. Supermodel Emily Ratajkowski (shown) was on hand to inform guests of the brand’s ‘mission.’

Ratajkowski told guests: “In a time when girls are getting hotter, AXE Black Chill is the perfect wingman to help guys keep their cool.” She continued, “Confidence is sexy. We need guys to relax, chill out and just have a good time.”

The brand even has the research to back its marketing strategy, proving the need for a personal care collection aimed at helping guys stay looking ‘cool.’

“The most recent AXE survey found that 3 out of every 5 guys would feel more attractive to girls if they smelled nice and were well-groomed, so we’re excited to provide guys with AXE Black Chill,” said Matthew McCarthy, director of brand building for AXE. “We are always looking to help our guy become more cool and confident, which in turn, will help light a spark between him and his super-heroine.”

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