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Axe launches its first fragrance for her


ENGLEWOOD CLIFFS, N.J. — A decade ago, Unilever revolutionized the men’s grooming segment with the launch of Axe, which has since become a leading men’s grooming brand. Now the brand is looking to make history again with the launch of its first-ever, limited-edition fragrance for her.

The new Anarchy fragrance for him has a matching, limited-edition fragrance for her. Anarchy For Him and For Her mark the first-ever pair of body sprays to launch at the same time in mass market retail stores.

“The launch of Anarchy For Him and For Her represents a new evolution of the Axe brand,” stated 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 and Facebook, where they can check out Anarchy: The Graphic Novel beginning Jan. 10. This comic series, designed by comic company Aspen Comics, will be updated every few days based on real-time user-submitted ideas and poll votes. Fans also will 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.

Axe Anarchy For Him and For Her are available as body sprays, and Anarchy For Him is also available in a deodorant stick, antiperspirant invisible solid, shower gel and 2-in-1 shampoo and conditioner at most food, drug, club, value and mass retail outlets.

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