SINCE its introduction in the United States in 2002, Axe, the body spray and grooming brand by Unilever, has been pitched squarely at young men, with commercials depicting women getting a whiff of Axe users and then aggressively pursuing them.

But now, Axe is introducing a fragrance for women.

The new scent, Anarchy, is being marketed in different versions for men and women. As its name portends, a new commercial depicts a scene of mayhem, with a chain of events including a car pileup. During the spot, strangers lock eyes and, oblivious to the commotion, walk hungrily toward one another, then freeze at about an arm’s length, nostrils flaring and chests heaving, not breaking the sexual tension with contact.

“Unleash the chaos,” says screen text at the close of the commercial, as a young man and woman spray their torsos. “New Axe Anarchy for him and for her.”

The campaign, which includes print and online ads, is by the London office of Bartle Bogle Hegarty. The first of two commercials will appear on Axe’s Facebook page Tuesday, and both are scheduled to begin running widely on television in the United States Jan. 29, and afterward in more than 60 other countries. (A teaser commercial that did not specifically mention the women’s product began running online and in movie theaters on Jan. 1.)