Though only 17% of men actually use body spray — most often in lieu of actually showering — Axe is by far the most popular choice, with a 74% share of the market; the majority of men prefer after shave (65%) or cologne (62%). On the other hand, 47% of women use body spray as compared to body lotion (59%), eau de parfum (43%) and eau de toilette (34%), so I guess it makes scents (*rimshot*) for Axe to target the fairer sex. However, can Axe appeal to women as it has so successfully appealed to men since 2002?

In the advertising campaign for Anachy, Axe attempts to level the playing field. As David Kolbusz, creative director of London-based ad agency Bartle Bogle Hegarty explains: “Before, an Axe commercial was always about a guy spraying himself and a girl being attracted, and Axe giving him an edge in the mating game, whereas now women also have something to spray on themselves, and consequently there’s more of an equilibrium between the sexes.”

Meanwhile, welcome to the 20th century, Axe.

As part of this new advertising strategy, there’s also more of an equilibrium between “the sexy.” According to Kolbusz, “Girls in Axe advertising will always be a little better-looking than the guys” but in the Anarchy ads the attractive gap is tightened “without the average guy feeling threatened.”

The latest commercial:

Axe is also introducing an interactive graphic novel through its Facebook where users can suggest plot twists and even be drawn into the action:

Marketing aside, the real question remains, will a girl really want to wear a scent traditionally associate with Guidos and pedos? That, of course, depends on what Anarchy smells like — thus Anarchy “for her”  is only being offered in a limited edition, with the possibility of permanence depending on sales.

However, sales among women might not be Axe’s biggest concern. David Vinjamuri, an adjunct professor of marketing at New York University made this astute observation:“The moment you start talking to girls, you lose credibility with teenage boys.” It’s nice to know that advertising is just like puberty…only more awkward. [NYT]

Floral
Dolce&Gabbana ‘Rose the One’ Eau de Parfum $75 – Feminine with the elegance of the Italian lifestyle, this timeless fragrance features notes of geranium, lily, peony and, of course, rose.

Viktor & Rolf Flowerbomb La Vie En Rose Eau de Toilette $80 – Lily of the Valley, freesia and Centifolia rose will seduce in this sophisticated and crisp scent.

Chloe Chloe Eau de Parfum $100 – A Neiman Marcus beauty finalist for spring 2011, peony, freesia and magnolia evoke the Chloe woman – chic, cool and confident.

Fruity
Nina Ricci Nina Eau de Toilette Spray $57 – Enchant with red toffee apple and apple tree wood notes in this tempting feminine fragrance.

Dior Dior Addict 2 Eau de Toilette Spray $69 – Glamorous and free-spirited, pineapple, watermelon and orange are combined with subtle floral notes to create this energetic scent.

Citrus
Estée Lauder Tuscany Per Donna Eau de Parfum Spray $68 – Evoking visions of the Italian countryside, this perfume is bursting with notes of citrus and Mediterranean herbs.

Oscar de la Renta Oscar Citrus Eau De Toilette Spray $50 – Notes of orange and grapefruit enliven the senses in this modern, sensual fragrance.

Fresh Hesperides Eau De Parfum Spray $92 – Italian lemon, orange and grapefruit notes combine in this rich, long-lasting summer scent.

Spicy
Estée Lauder Cinnabar Collection Eau De Parfum Spray $60 – Clove, sandalwood and jasmine are the highlights of this spicy, classic fragrance.

Comptoir Sud Pacifique Cristal De Musc Eau De Toilette Spray $60 – White and powdery musk are combined with yellow hibiscus and orange blossom notes for a dreamy and refreshing scent.

What is your favorite summer fragrance? Tell us in the comments below and you could win a bottle from our beauty wall.

LINK LOVE: Catwalk Queen

All you have to do is tweet @FashionIndie with your favorite Rihanna  song and make sure you include the hashtag #RihannaIndie to be included in the contest.

Example: “@FashionIndie My favorite Rihanna song is SOS #RihannaIndie”

That’s all it takes to win this fragrance before it hits stores officially January 25th!

Contest ends tonight at midnight NYC time so tweet us NOW!

I mean, she still looks like she has sex for money, but these photos scream middle-class call girl rather than back alley hooker.

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Pucci is introducing a new fragrance, Miss Pucci. The scent is the first for Pucci since 1996, and is set… Read more..

LINK LOVE:Beauty: Introducing Miss Pucci

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Replay fragrances and the Children’s Safe Drinking Water Program have teamed up to raise money and promote an initiative to provide clean drinking water worldwide.

I had never heard of Replay perfumes, so I went to their Web site. Replay for Him combines ivy leaf and cedarwood, while Replay for Her is juicy and fruity with notes of sandalwood and sweet orange. The really cool thing is, both scents can be intesified later on  in the day if you splash water on it.

Now, proceeds from the sales of Replay scents will help give poor families across the globe clean water.

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Fantastic Man magazine is releasing a scent. My guess is it’s a musk…

LINKAGE: Fantastic Man for Byredo Cologne