Axe unleashes Anarchy

2/17/2012

LONDON — A decade ago, Unilever’s Axe revolutionized the American grooming industry with its launch and has since become a leading men’s grooming brand. Now the brand is aiming to make history again with its first-ever fragrance for her. Enter Anarchy.



Anarchy For Him and For Her are the first-ever pair of body sprays to launch at the same time at mass. Time will tell just how girls will receive Anarchy for Her, but the brand already has a strong female following. Of the more than 2 million fans on Facebook in the United States alone, about a quarter of them are female.

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