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Axe--a brand that's been focused on helping young men.

* Axe--a brand that's been focused on helping young men smell better so they can attract women--is going after the fairer sex once again, but in an entirely new way.

The Unilever brand has rolled out a new collection called Anarchy, which will include the usual SKUs for men, but also a new body spray fragrance for women.


Anarchy For Him and For Her are the first-ever pair of body sprays to launch at the same time in mass retail stores, according to the brand.The decision to launch them together stemmed from the brand's wide appeal by both sexes. According to Unilever, Axe has more than two million fans on Facebook in the US alone, and about a quarter of them are female.

"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."

In addition, Axe is bringing the Anarchy "experience" to fans on and via "Anarchy: The Graphic Novel," a comic series designed by Aspen Comics. The series 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.

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Title Annotation:Marketing News
Publication:Household & Personal Products Industry
Date:Feb 1, 2012
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