While only about 17% of male U.S. consumers use body spray, it is most popular among those aged 18 to 24, with 28% using it, according to market research firm Mintel. Forty-seven percent of women use body spray, second to body lotion with fragrance, which is used by 59%, but more popular than eau de parfum (43%) or eau de toilette (34%).
Unilever’s AXE brand dominates the men’s body spray category, with a 74% share of the market, according to market research firm SymphonyIRI Group. While AXE is targeted primarily to men aged 18 to 24, the brand also is popular among adolescent boys (however, Mintel doesn’t track usage for those under age18.)
Since its introduction in the U.S. in 2002, AXE has been pitched squarely at young men, with commercials depicting women aggressively pursuing AXE users. For the first time ever, AXE is launching a limited-edition matching fragrance for women.
“The launch of Anarchy For Him and Anarchy For Her represents a new evolution of the AXE brand,” said Barret Roberts, AXE Senior Brand Manager at Unilever. “We know guys love the smell of AXE and the confidence it gives them, and our success is, in part, due to the way girls have also embraced the brand.”
Anarchy For Him and For Her— sporting the tagline “Unleash the chaos”—are fun fragrances 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’ve been hearing for some time that females have been asking for and looking for their very own scent of AXE,” Roberts told The New York Times. AXE For Her is being released as a limited edition, with the possibility of being offered permanently based on sales. On the men’s side only, in addition to the body spray, Anarchy also will be available as a deodorant, antiperspirant, shower gel and shampoo.
The latest scent to be introduced into Proctor & Gamble’s Old Spice Red Zone collection of body sprays is Danger Zone. According to the company, Danger Zone “enhances handsomeness and commands female attention.” The body spray contains Core Technology, a controlled-release scent system that releases scent steadily throughout the day. Other scents include After Hours, Aqua Reef, Pure Sport, Champion and Swagger.
Mirato’s Malizia brand from Italy was launched in the early 1980s with a range of body sprays for women. The success of the brand led to the launch of Malizia Uomo—spray products targeted at men and teenaged boys. EDT scents include Amber, Urban, Vetyver, Silver and Aqua. Malizia brand’s main distribution is in southern Europe, North Africa and the Middle East. The Malizia shaped can was developed using Ardagh Group’s beaded shaping technology. The new shaped can builds on previous designs brought to market by Mirato and Ardagh, who, according to Ardagh, together were first to the market with a colored side seam (also incorporated in the new pack). The shaping was created to highlight the fragrance and give the product an easy, masculine grip.