AXE Unleashes Anarchy with Fragrance for Girls

Men’s care brand AXE has launched Anarchy – a fragrance For Him and a limited-edition matching fragrance For Her. Anarchy For Him and For Her are the pair of bodysprays to launch at the same time in mass market retail stores.

The decision to launch them together was inspired by the chemistry between guys and girls and AXE wanted to let girls share the AXE experience with their guys, according to the company.

“The launch of Anarchy For Him and For Her represents a new evolution of the AXE brand,” said Barret Roberts, AXE senior brand manager at Unilever. “We know guys love the smell of AXE and the confidence it gives them, and our success is, in part, due to the way girls have also embraced the brand.”

AXE is bringing bring the Anarchy experience to AXE fans on YouTube.com/AXE and Facebook.com/AXE, where they can check out Anarchy: The Graphic Novel beginning Jan. 10.

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This comic series, designed by comic company Aspen Comics, will be updated every few days based on real-time user-submitted ideas and poll votes. Fans will also have a chance to be drawn directly into the story by Aspen’s artists.

AXE Anarchy For Him and For Her are available as bodysprays, and Anarchy For Him is also available in a deodorant stick, antiperspirant invisible solid, shower gel and 2-in-1 shampoo + conditioner at most food, drug, club, value and mass retail outlets.

AXE, a Unilever-manufactured brand, is available in a line of deodorant body sprays, deodorant and anti-perspirant sticks, shower gels and hair care products.

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Rakesh Raman

  • Reena

    This is horrible. What an offensive campaign, featuring predictably privileged, thin, hetero people, attempting to associate themselves with the struggles of marginalized people, while simultaneously labeling as them as thieves and the very real criminal punishment system as a game. And the cherry on top is that the first ‘fragrance’ axe chooses to market to women and the angle they’re playing at is ‘prey and predator’? What a shit brand of crap.