AXE Makes Scent for Her

AXE launches Anarchy — a fragrance For Him, and for the first time ever, a limited-edition matching fragrance For Her.

 

The AXE brand is about sparking attraction between guys and girls, and with products already enjoyed by both, Anarchy For Him and For Her are the first-ever 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 their passion for the brand, and with more than two million fans on Facebook in the United States alone, about a quarter of whom are female, AXE wanted to let girls share the AXE experience with their guys.

 

"The launch of Anarchy For Him and For Her represents a new evolution of the AXE brand," says 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 will 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, 2012. This comic series, designed by renowned 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. The story of Anarchy: The Graphic Novel will take readers across the nation, providing a sophisticated blend of action, adventure, and real life events which reflect the passions of our AXE fans.