Unilever-owned men’s fragrance brand Axe has teamed up with hit Netflix series Sex Education to help tackle the ‘confidence crisis’ in teens.
As part of the partnership, Axe will unveil a number of real life dating stories from teenagers via its Instagram, YouTube and Snapchat channels.
Chapters will be introduced by cast members of the show, kicking off with Otis Milburn played by Asa Butterfield.
“Sex, dating and relationships are such a big part of our guys’ lives, it only made sense for us to work with the experts at Sex Education to create hilarious but educational stories to help teens break out of their dating funk and gain the confidence as they navigate this new world of dating,” said Axe’s Global Brand Director Caroline Gregory.
According to research by Euromonitor, almost half of boys and men aged 14 to 24 in the UK and US admit they have held back on asking someone on a date due to confidence issues.
The study also found that more than 40% feel more comfortable speaking to people they’re attracted to on social media rather than in real life.
Axe hopes the new partnership will inform and inspire teens to navigate their way through awkward situations.
