Now women can have the AXE effect as Unilever launches female fragrance

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Related tags: Deodorant, Social media

AXE Anarchy; For Him and For Her
AXE Anarchy; For Him and For Her
Unilever has, for the first time ever, launched a limited edition fragrance for women under the AXE brand; its leading men’s grooming brand in the US.

The Anarchy For Him and For Her are the first-ever pair of bodysprays to launch at the same time in mass market retail stores, with the promotion being backed by campaigns on social media sites Facebook and YouTube to attract consumer interest.

"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, who explained that it is the appeal of the brand’s previous products to both genders that prompted the latest move.

As well as being available bodyspray format, the Anarchy For Him will also be available in a deodorant stick, antiperspirant invisible solid, shower gel and 2-in-1 shampoo + conditioner.

Related topics: Market Trends

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