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Axe Body Spray has made its name by telling men—in no uncertain terms—that using Axe products will attract women. But now the brand is trying to attract women in a different way: by selling them stuff. Axe's new scent, Anarchy, arrives in the US at the end of the month and is being marketed at both men and women.
Tomorrow, the first US ad for the product will debut on Axe's Facebook page. In the meantime, the UK commercial above gives us a whiff of what to expect: a sexy female police officer chases down a male thief, both look ridiculously hot and sweaty from the running. The tagline? "Nothing will ever be the same again."
So why go after the ladies? One basic reason: money. Women buy more beauty and hygiene products than men do, so it makes total sense for Axe to try and attract more customers. Also, the people who use body spray instead of cologne tend to be younger, and if you can get someone younger to buy your stuff you have a good chance of attracting a lifelong customer who is loyal to the brand.
Axe certainly didn't invent the unisex scent (cK One, anybody?), but we'll soon find out if they're any good at marketing it.