Unilever introduces limited edition women’s deodorant for Axe

Unilever is to add a women’s deodorant to its male-grooming range Axe in the US, known as Lynx in the UK.


The women’s variant of the Anarchy range is being released as a limited edition, with the possibility of it becoming a permanent part of Axe’s line-up, dependent on sales.

It will launch initially in the US before being rolled across 60 countries.

The launch will be supported by TV ads, print and outdoor activity running alongside a social media campaign from 29 January. The campaign will introduce the strapline, “Unleash the chaos”.

Two new ads created by advertising agency BBH, will premier on Axe’s Facebook page tomorrow (9 January) at the same time as the first issue of a new crowdsourced graphic novel from the brand is made available.

A teaser campaign for the new range called “Axe: Anarchy is coming” launched online at the beginning of the month to encourage fans to pitch their ideas for the comic series.

The best submitted ideas will be selected by the graphic novel’s creative team and added issue by issue over its fifteen-week run. Fans can already suggest their ideas on Axe’s YouTube channel.

The social media campaign was developed by Axe’s US agency, Razorfish, and publisher Aspen Comics.

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