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