Success of AXE Anarchy(TM) For Her Bodyspray Inspires Expanded Distribution into Female Shower Gels
NATIONAL LAUNCH OF ANARCHY AND ANARCHY II FOR HER SHOWER GELS. (PRNewsFoto/AXE)
Last year, AXE® (http://www.theaxeeffect.com), the #1 men’s grooming brand in the U.S.*, made took on the other 51% of the population with the successful launch of Anarchy(TM) For Her Bodyspray. Girls across the country made it known, through their immediate embrace of the brand’s women-centric bodyspray, 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.
Both shower gels have fresh, flirty fragrances that will keep girls revitalized and ready for anything. Complete with vibrant 
new packaging, AXE Anarchy and AXE 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.
“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.”
During the month of August, AXE® is asking girls to visit www.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 and join the already existing Anarchy line available as: Bodyspray For Him and For Her, and Shampoo, Shower Gel, Anti-perspirant and Deodorant For Him.
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