Lynx (and Axe) Unleash the Chaos in Unisex Fragrance Battle

Lynx is promoting Lynx Attract, its first fragrance for men and women, in the UK with an action-packed new commercial and a Twitter hashtag, #UnleashTheChaos.

The Unilever-owned brand, which launched in France as Axe in 1983, launched its fallen angels campaign for Lynx Excite a year ago in the UK. It's also known as Axe in the US, where Unilever is promoting its version of the unisex fragrance, called Axe Anarchy, with an interactive comic book and a US version of this commercial.

Curve, a Liz Claiborne-produced fragrance distributed by Elizabeth Arden, is also promoting Curve Appeal, its unisex fragrance, in a new campaign featuring reality TV star Audrina Partridge and actor Kevin Zegers.Continue reading...