01.09.12
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 is set to roll out a new collection called Anarchy, which will include the usual SKUs for men, but also a new body spray fragrance for women, according to a report in The New York Times.
For the boys, Axe Anarchy will include products such as hair care, sprays and AP/deodorant, while the women’s body spray will reportedly be offered as a limited edition.
A new media campaign for Anarchy is set debut tomorrow on Facebook; TV spots will break later in the month, according to several published reports.