The male grooming brand is already available in 60 countries and includes deodorant, aftershave and shower gel. It is known as Lynx in the UK, Ireland, Australia and New Zealand, and as Ego in South Africa.
Unilever is reported to be planning an aggressive assault on the US market, hoping to capitalise on the growing trend of men spending increasing amounts on grooming. According to Datamonitor, the sector is currently worth $7.7bn in the US, predicted to rise to $8.8bn by 2004.
In the UK, BBH has created a series of humorous spots for the product, focusing around how desirable young men are to women when they use the brand.
The six fragrances to be launched include Phoenix, Voodoo and Tsunami, and will feature the distinctive black packaging familiar in other markets.
Unilever said it was predicting the launch would be successful because of the "finely tuned" marketing model used in many other countries.
"Young men are spending more money and time on their appearance than ever before and this trend is expected to increase. We think the time is finally right to bring Axe, an incredibly popular franchise in many countries around the world, to North America," Alan Jope, chief operating officer of Unilever Home & Personal Care, North America, said.
Unilever's rival, Procter & Gamble, has already started to broaden its Old Spice deodorant range and target a younger audience.
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