The better you smell, the better you game?
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head of the League of Legends Grand Finals, AXE conducted an experiment with the help of four world renowned streamers RossBoomSocks, Robertocein, Xchocobars and Lpgjustjohnny to test the theory that wearing Axe body spray increased confidence(1), therefore could potentially impact overall gaming ability by up to 0.1pc .
The 0.1% Effect experiment was conducted by partnering with four renowned gamers from the U.K, U.S, Mexico, and Germany. Each participant received their own 0.1% kit ahead of the experiment, which included a monitoring band and AXE body spray. The experiment was conducted in two phases - phase 1 being the control where the participants play without using AXE, and phase 2 being conducted with participants using AXE. Upon completion, our scientists recorded participants' vitals and their changes between each phase.
Ultimately, there was a slight uplift in performance detected, roughly aggregated to 0.1%, across the four participants. But could 0.1% potentially be the difference between winning and losing? To further test the 0.1% theory AXE will now widen the sample size by inviting additional gamers within select markets to experience the confidence boosting properties of AXE for themselves. Additionally, anyone can learn how to conduct their own experiment at home by visiting www.the01effect.com for instructions.
To better understand these results, AXE teamed up with a world-renowned expert on the psychological science of smell, Dr. Rachel Herz, who is a neuroscientist, TEDx speaker and published author of both books and numerous research publications. Dr. Herz noted that I am not at all surprised to see that Axe had a positive effect on two of the subject's performance. Scents have the ability to alter our emotions and moods more than any other sensory experience. This is because of the unique connection in the brain where scent, emotion, memories and associations are processed.
AXE was designed to make young people look, feel and smell their best and through our 0.1% Effect experiment, we explored whether it could even help them game at their best, said Mark Lodwick, AXE Brand Director. As an Official Partner of League of Legends, we collaborated with notable League of Legends streamers to test the theory that smelling good can impact confidence and in turn, game play.
✔️ The better you smell, the better you game?
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