AXE, the number one men’s grooming brand in the U.S. is making history with the launch of Anarchy – the new fragrance For Him, and for the first time ever, a limited-edition matching fragrance For Her. The AXE brand is about sparking attraction between guys and girls, and
with products already enjoyed by both the launch of a women’s fragrance is a natural progression.

 The decision to launch them together was inspired by the chemistry between guys and girls and their passion for the brand, and with more than two million fans on Facebook in the U.S. alone, about a quarter of whom are female, AXE wanted to let girls share the AXE experience with their guys.

“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. “We know guys love the smell of AXE and the confidence it gives them, and our success is, in part, due to the way girls have also embraced the brand.”

Fragrance is an important part of creating irresistible chemistry between guys and girls. AXE works with some of the world’s most experienced perfumers, responsible for countless fine fragrances around the world, to develop every scent, including Anarchy.

Anarchy For Him and For Her are both alluring, fun fragrances that start with fruity top notes – For Her evolves into a soft floral with a light finish, while For Him evokes a rich oriental heart.

The AXE launh kicked off with an exciting party held in New York City with a thrilling performance by Fabolous. Now AXE brings the Anarchy experience to fans on YouTube.com/AXE  and  Facebook.com/AXE, where they can check out Anarchy: The Graphic Novel. This comic series, designed by renowned comic company Aspen Comics, will be updated every few days based on real-time user-submitted ideas and poll votes. Fans will also have a chance to be drawn directly into the story by Aspen’s artists. The story of Anarchy: The Graphic Novel will take readers across the nation, providing a sophisticated blend of action, adventure, and real life events which reflect the passions of AXE fans.

The name “Anarchy” represents an exciting change and departure from the ordinary and AXE believes it will alter the way guys and girls come together once unleashed. The AXE brand is rooted in more than just grooming products; the brand is a part of the lifestyle of millions of loyal fans in the U.S. and around the world, and it’s those unique experiences and moments of attraction that Anarchy was created for.

AXE Anarchy For Him and For Her are available as bodysprays, and Anarchy For Him is also available in a deodorant stick, antiperspirant invisible solid, shower gel and 2-in-1 shampoo + conditioner at most food, drug, club, value and mass retail outlets. Visit Facebook.com/AXE for more details.

The brand’s mission is to help give guys confidence with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com