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Unilever set to launch "Axe Anarchy" to try to gain a previously untapped market share.

Sam McNerney
Sam McNerney on January 9, 2012.

Since its introduction in the United States in 2002, Axe, the body spray and grooming brand by Unilever, has been pitched squarely at young men, with commercials depicting women getting a whiff of Axe users and then aggressively pursuing them. But now, Axe is introducing a fragrance for women.

The new scent, Anarchy, is being marketed in different versions for men and women. NY Times.

TOPICS: Advertising, Branding & Marketing, Headlines
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Sam McNerney

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Sam McNerney graduated from Hamilton College where he earned a bachelors in Philosophy last May. However, after reading too much Descartes and Nietzsche, he realized that his true passion is reading and writing about the psychology of judgment and decision making. His blog, www.WhyWeReason.com tries to figure out what makes humans tick. He spends his free time listening to Gaga​ and tweeting @WhyWeReason.

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