Axe is taking a novel approach with the launch of its new fragrance line, Anarchy. The brand is introducing two scents, one for men and one for women, with a YouTube-based graphic novel that fans will help write.
Anarchy, the fragrance, will be supported by Anarchy: The Graphic Novel, which is set to go live on the brand's
The plot will follow the exploits of the “Anarchy Girls” as they unleash chaos around the world. In an interactive twist, fans will be able to direct the characters, plot and outcome of the story.
Although sales peaked in 2007, graphic novels continue to be a popular niche, racking up $340 million in sales in 2010. However, given the stereotypically male-skewing appeal of the genre, a graphic novel is a curious choice for Axe's new fragrance, since there are designated iterations for each sex.
Luring women may be a challenge. The brand and its U.K. counterpart, Lynx, have until now promoted the brands with tongue-in-cheek appeals to the male libido, including an iAd that let users manipulate images of the brand's "angels" with a swipe of their finger on the screen. A branded app in Tunisia last spring also let men in that country appear to be "in a relationship" with hundreds of girls on Facebook.
A rep for Razorfish says, despite conventional wisdom, research found that graphic novels have a decent-sized female audience. Moreover, the YouTube-based novel is designed to get both sexes involved.