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Gender percepcion and attitude towards AXE fragance Anarchy

AXE is one of the most charismatic brands of personal care products worldwide. Belonging to the well-known Unilever, it developed a strong position in 30 years. Words like sensuality, audacious, original and attraction are associated with the brand and visible through its products and communication. AXE has always targeted young male consumers. In the beginning of 2012, for the first time ever, the brand launch...