Although launched in 2010, AXE’s viral campaigns has made itself known as the fragrance that captivates and empowers with what is known as the “AXE” effect. Yesterday, AXE launched the Anarchy in Malaysia, an irresistible fragrance For Him, and a limited-edition matching fragrance For Her.

It is the first ever body spray For Him and For Her were inspired by the chemistry shared between both sexes made with scents that are irresistible for one or the other. The For Her fragrance was born upon realization that 25% of the 11 million fans on AXE’s global Facebook page were female.

The event was hosted by Liang and Patricia who charmed the crowd with their dazzling smiles and charisma.

“The launch of Anarchy For Him and For Her presents a revolution for the AXE fragrance collection. We know guys love the smell of AXE and the confidence and the edge it gives them, and our success is, in part, due to the way girls have also embraced the brand,” said Ray Guinoo, the Marketing Manager for Deodorant and Skin Care, Unilever (M) Holdings Sdn Bhd.

He added, “With Anarchy, AXE is bringing the AXE Effect to a new high. We believe it will alter the way guys and girls connect with each other once the fragrance takes over. The AXE brand is rooted in more than just grooming products; the brand is a part of the unique lifestyle of its loyal fans, and it’s those unique experiences and moments of attraction that Anarchy was created for.”

The AXE Anarchy was officially launched with the unveiling of the products from behind a safe by Ray Guinoo.

Anarchy is created by the world’s renowned fragrance designer, Ann Gottlieb. Gottlieb has more than 25 years of experience and has designed many best-selling fragrances for brands such as Calvin Klein and Marc Jacobs.

Anarchy For Him and For Her are both appealing, fun smells that start with fruity top notes. For Her evolves into a soft floral with a light finish, while For Him evokes a rich oriental heart. We love that it leaves a faint scent that is neither overpowering yet still strong enough for others to notice. Has it attracted any boys yet? We’ll let you know!

In conjunction with the introduction of Anarchy, AXE has launched The Search for the 1,000 Top Secret Cans Contest where fans of the brand will stand a chance to walk home with over RM40,000 in prizes.

The Search for the 1,000 Top Secret Cans Contest

The Search for the 1,000 Top Secret Cans Contest features Dr. Sasha, an attractive, sensual scientist who is responsible for the creation of AXE Anarchy. In the midst of an experiment at the AXE laboratory, Dr. Sasha realises that 1,000 experimental cans of Anarchy have gone missing and have been shipped to Malaysia for distribution. Worried that these secret cans could trigger massive, uncontrollable chaos, Dr. Sasha calls for Malaysians’ help to retrieve these top secret cans.

Fans can participate in the contest following three easy steps:

Step one: Purchase Anarchy For Him or For Her
Step two: Log on to AXE Malaysia facebook page and click on the Project Anarchy application
Step three: Scan the Quick Response (QR) code embedded on the can to find out if it is one of the 1,000 top secret cans

The top five contestants who retrieve the highest number of these top secrets cans will be in the running for prizes such as a five-star island vacation for two, a Tag Heuer watch, a Sony home theater system, an iPhone 4S or a XBox Kinect.

For more information on AXE Anarchy and The Search for the Top 1,000 Secret Cans Contest log on to AXE Malaysia Facebook page – www.facebook.com/AXEmalaysia.