The UK’s number one male deodorant and male shower brand[1], Lynx, is set to launch its new variant for the year, with the introduction of Lynx Ice Chill, its freshest fragrance yet.
Rolling out from February, Lynx Ice Chill is designed to help guys who lead busy and stressful lives find their ‘chill’ so they can be the best version of themselves. With an improved anti-bacteria formulation to help fight body odour for 48 hrs and a fresh new fragrance – Frozen Mint & Lemon – men will be able to stay fresher for longer.
The new fragrance will be launching across the brand’s entire portfolio, including body spray, anti-perspirant and roll on, as well as a shower gel and foam, and has been designed to target the Gen Z and Millennial generations, who love to express themselves and try out new fragrances[2].
Chris Barron, vice-president of Personal Care at Unilever UKI, comments: “In today’s busy world, being ‘chill’ is seen as being the best version of yourself – there’s nothing cooler than someone who is completely chilled out, right? Because of this, we decided it was time to give guys the confidence to be just that. By using our freshest fragrance yet – Lynx Ice Chill – they will not only smell great, but also sweat less, thanks to its increased anti-bacteria formulation.”
Supported by a substantial £5M marketing investment, the launch will include ATL activity from April to September across traditional media with bursts across TV, social and VOD. The brand is also investing in content production through partnerships with Snapchat and Spotify, with high profile influencers supporting the launch.
The Lynx Ice Chill packaging features a distinctive black and striking blue colourway, providing optimum stand out on shelf to help retailers maximise sales. Last year’s launch Lynx Gold grew to be the brands No.2 fragrance in the range and the ambition is for Lynx Ice Chill to become just as big.
[1] Nielsen Data, MAT December 2018
[2] 100 customers tried and tested the product, with 84%[2] of consumers love the fragrance – Lynx 2018
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