AXE® Gets The Girl With National Launch Of Anarchy And Anarchy II For Her Shower Gels

Success of AXE Anarchy™ For Her Bodyspray Inspires Expanded Distribution into Female Shower Gels

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Aug 07, 2013, 09:00 ET

ENGLEWOOD CLIFFS, N.J., Aug. 7, 2013 /PRNewswire/ -- Last year, AXE^®, the #1 men's grooming brand in the U.S.*, made history with the successful launch of Anarchy™ For Her Bodyspray. Girls across the country made it known that AXE products are not just for guys, but also a fragrance brand girls love – and they wanted more. On the heels of this success, AXE is expanding its For Her product line with the nation-wide launch of Anarchy and Anarchy II For Her Shower Gels.

(Photo: http://photos.prnewswire.com/prnh/20130807/NY59371-a )
(Logo: http://photos.prnewswire.com/prnh/20130807/NY59371LOGO-b )

AXE(R) ANNOUNCES NATIONAL LAUNCH OF ANARCHY AND ANARCHY II FOR HER SHOWER GELS. (PRNewsFoto/AXE) (PRNewsFoto/AXE)

Now, for the first time, Anarchy and Anarchy II For Her Shower Gels are available where AXE^® products are sold across the country. Both shower gels have fresh, flirty fragrances that will keep girls revitalized and ready for anything.

"AXE talks to our more than one million female social media fans every day," said Rob Candelino, Vice President Marketing, Unilever U.S. Skincare. "AXE Girls made it clear they wanted more than a bodyspray, so we delivered with the Anarchy For Her Shower Gels."

Complete with vibrant new packaging, AXE Anarchy and Anarchy II For Her Shower Gels are available in two fragrance variants, crafted by the renowned fragrance house Givaudan:

Anarchy For Her: A wickedly fresh fragrance with the scent of blackcurrant, jasmine and a touch of rose. Finishing with decadent coconut and rich woods scents, the flirty fragrance will keep her feeling rejuvenated all day long.
Anarchy II For Her: An electric combination of apple and mandarin, paired with a hint of jasmine petals. The fragrance finishes with succulent vanilla and sandalwood to keep her feeling confident and amped for anything.

During the month of August, AXE^® is asking girls to visit Instagram.com/TheAXEEffect and post pictures of their favorite grooming and fashion products – from shoes, to showers, to sunglasses – to be featured in the 31-day Anarchy For Her Instagram Challenge.

AXE Anarchy and Anarchy II For Her Shower Gels are available at food, drug and mass retail outlets, as well as online retailers, with a suggested retail price of $3.99 for a 16 fl. oz. bottle. Anarchy and Anarchy II For Her Shower Gels join the already existing Anarchy line available as: Bodyspray For Him and For Her, and Shampoo, Shower Gel, Anti-perspirant and Deodorant For Him.

About AXE^®AXE^®, a leader in men's care, 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 bodysprays, deodorant and anti-perspirant sticks, shower gels, hair and face care products. AXE^® is the No. 1 men's fragrance** in the U.S. and the No. 1 grooming brand, excluding shaving hardware, and achieved this status only seven years after launch. Including bodysprays, AXE^® is the largest men's deodorant brand in the U.S.

The brand's mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.

About Unilever North America
Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/.

Unilever employs more than 12,000 people across North America – generating over $10 billion in sales in 2012. For more information visit www.unileverusa.com or www.unilever.ca.