Axe unleashes anarchy with First-Ever Fragrance for Girls

Limited-edition female bodyspray featured in new AXE Anarchy men’s line

Englewood Cliffs, NJ (January 9, 2012) - A decade ago, AXE revolutionized the American grooming industry with the launch of AXE and has since become the number one men’s grooming brand* in the U.S. Since the 2002 introduction, millions of guys and girls around the world have experienced the “AXE Effect,” and today, AXE is making history again with the launch of Anarchy —an irresistible 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 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 and, 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 for more details. *(in the U.S., excludes shaving hardware)


About AXE

AXE, a leader in men’s care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant body sprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men’s grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant body sprays, AXE is the largest men’s deodorant brand in the U.S.

The brand’s mission is to help give guys confidence with grooming products that reflect individual personality and lifestyle. For more information, visit

About Unilever North America

Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. 

In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, OMO, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. 

All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2010. For more information, visit Home - 2010 or

Kary Laskin - Edelman for AXE


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