AXE unleashes Anarchy in Canada with first-ever female fragrance

Male grooming brand releases limited edition female bodyspray

TORONTO, Feb. 7, 2012 /CNW/ - AXE, the brand known for helping Canadian guys look, smell and feel their best is making history with the launch of Anarchy - an irresistible fragrance For Him, and for the first time ever, For Her.

Since the launch of AXE in Canada in 2002, millions of guys have experienced the AXE Effect. With the launch of Anarchy, AXE aims to provide both guys and girls with the spark they need to act on that attraction, and unleash a little chaos in the process.

"We have a very supportive female fan base," says Kyle Marancos, Sr. Brand Building Manager for AXE at Unilever.  "We've heard over and over that girls want their own AXE product - so we made one for them."

Fragrance plays an important part in the chemistry between guys and girls.  Research shows that smell is one of the fundamental ways we attract a mate. Armed with this knowledge, 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 Her is a mix of sparkling fruity notes, soft florals and a light finish of sandalwood, amber and vanilla. Anarchy For Him is a rich, oriental-inspired fragrance that boasts fresh fruit notes, alongside sandalwood and white amber.

AXE Anarchy For Him and For Her are available as bodysprays. Anarchy For Him is also available in deodorant, anti-perspirant, shower gel and 2-in-1 shampoo + conditioner - the first time the AXE brand has offered the same fragrance across all categories (it's that good). Find AXE Anarchy at most food, drug and mass retail outlets.

About AXE:
AXE, a leader in men's grooming, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in Canada, excluding razors. For more information, visit or

AXE Anarchy and the AXE Effect are registered trade-marks of Unilever Canada, Toronto, Ontario M4W 1B9

Image with caption: "Male grooming brand AXE is making history with the launch of their newest fragrance: Anarchy For Him, and for the first time ever, For Her. (CNW Group/AXE)". Image available at:


For further information:

Catherine Flint 
Harbinger | AXE 
416.960.5100 ext. 226 

Sara Doucet
Harbinger | AXE
416.960.5100 ext. 229  


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