Axe aims at women with "Anarchy" scent

Axe, the grooming brand known for its aggressive targeting of young men, is launching a fragrance called "Anarchy" with a version directed toward women. The commercials from Bartle Bogle Hegarty with an "unleash the chaos" tagline will emphasize an "equilibrium" of attraction between men and women, says the agency's David Kolbusz.

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