Gender percepcion and attitude towards AXE fragance Anarchy

  • Miguel Maria de Menezes da Silva Martins (Student)

Student thesis: Master's Thesis


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 launched Anarchy: a scent with two versions, a masculine and a feminine one. Briefly, the purpose of this dissertation is to analyze the acceptance and attitude of both genders towards Anarchy in Portugal. Especially, to investigate how women and men reacted to the first AXE feminine product. Furthermore, it explores the reasons why AXE launched a female product. These goals were accomplished through online research, regular contact with Unilever subsidiary in Portugal (Unilever Jerónimo Martins), an online survey (about AXE and Anarchy) for women and three men focus group with different age segments. This thesis describes how a successful brand like AXE developed a cross-gender extension and the techniques that helped it create a fruitful path. Moreover it analyses the launch of a global product in the Portuguese market, studying consumer reaction through quantitative and qualitative research, an example that can be used as a learning tool in Marketing Research courses. It also provides some insights on Portuguese female consumer behavior with deodorants.
Date of AwardJun 2012
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)


  • Mestrado em Gestão

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