01.10.12
With the AXE brand holding the spot of the number one men's grooming brand in the U.S., thanks to the emergence of the "AXE Effect" in 2002, it's time to reach out to the women with a scent of their own. Thus, the launch of Anarchy—an "irresistible" fragrance For Him, and for the first time ever, a limited-edition matching 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 U.S. 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," 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."
Fragrance is an important part of creating irresistible chemistry between guys and girls. AXE works with some of the world's most experienced perfumers, responsible for countless fine fragrances around the world, to develop every scent, including Anarchy. Anarchy For Him and For Her are both alluring, fun fragrances that start with fruity top notes--For Her evolves into a soft floral with a light finish, while For Him evokes a rich oriental heart.
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. 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.
The name "Anarchy" represents an exciting change and departure from the ordinary and AXE believes it will alter the way guys and girls come together once unleashed. The AXE brand is rooted in more than just grooming products; the brand is a part of the lifestyle of millions of loyal fans in the U.S. and around the world, and it's those unique experiences and moments of attraction that Anarchy was created for.
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. Visit Facebook.com/AXE for more details.
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 U.S. 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," 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."
Fragrance is an important part of creating irresistible chemistry between guys and girls. AXE works with some of the world's most experienced perfumers, responsible for countless fine fragrances around the world, to develop every scent, including Anarchy. Anarchy For Him and For Her are both alluring, fun fragrances that start with fruity top notes--For Her evolves into a soft floral with a light finish, while For Him evokes a rich oriental heart.
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. 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.
The name "Anarchy" represents an exciting change and departure from the ordinary and AXE believes it will alter the way guys and girls come together once unleashed. The AXE brand is rooted in more than just grooming products; the brand is a part of the lifestyle of millions of loyal fans in the U.S. and around the world, and it's those unique experiences and moments of attraction that Anarchy was created for.
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. Visit Facebook.com/AXE for more details.
