Unilever’s Axe brand is introducing its first product for girls, Anarchy For Her. The product was launched, according to brand executives, to capitalize on the brand’s 250,000 female Facebook fans.
The scent is available in a body spray format only, while its companion fragrance, Anarchy For Him, is available in a range of products, including deodorant stick, antiperspirant solid, shower gel, and shampoo/conditioner.
Unilever is marketing the product launch with an online graphic novel, Anarchy: The Graphic Novel, accessible on YouTube and Facebook. The series will incorporate user-submitted ideas and survey opinions into its storylines.
Source: Unilever (Axe), Barret Roberts, Senior Brand Manager, 700 Sylvan Ave., Englewood Cliffs, NJ 07632; 201-567-8000; barret.roberts@unilever.com; www.unilever.com.
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