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Anarchy Brings Axe Brand Into Female Territory

By: Abby Penning
Posted: January 9, 2012

Unilever brand Axe is well-known for its distinctive fragrances, innovative marketing initiatives and its appeal to a youthful, male market. However, the brand is looking to break new ground with its most recent launch—Anarchy, a body spray fragrance “For Him” that also include a limited edition matching body spray fragrance “For Her.”

Noting that it wanted to “let girls share the Axe experience with their guys, this marks Axe’s first foray into female territory, though the press release mentions that the brand does already enjoy many female fans. "The launch of Anarchy For Him and Anarchy 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."

According to the company, the name "Anarchy" represents an exciting change and departure from the ordinary, explaining that the Axe brand is rooted in more than just grooming products—that it is part of the lifestyle of millions of loyal fans. However, the brand is keeping its key buyers well within its sights for this product. The scent’s promotional campaign will include promotions on YouTube and Facebook that feature an original graphic novel, as well as in-person events, both of which seem to cater more strongly to the traditional male Axe demographic.

Additionally, while Anarchy For Her is only available as a body spray, Anarchy For Him is also offered in a deodorant, an antiperspirant, a shower gel and a 2-in-1 shampoo and conditioner, showing that while the Axe brand is clearly testing the female waters, it is doing so gently at first.