Lynx, the UK’s number one male toiletries brand[1], is bringing its Fine Fragrance Collection to life with a revolutionary ‘Lift & Smell’ activation that is designed to get shoppers interacting and engaging with the premium range at fixture in a way that has never been done before in the UK.
The permanent, show-stopping Lynx branded ‘Lift & Smell’ execution is one element of Unilever’s unmatched investment in permanent POS across its deodorant portfolio in more than 2,000 grocery and health and beauty retailers over the coming months.
The ‘Lift & Smell’ fragrance tester trays are part of Lynx’s new branded bay fixtures, which are launching across Tesco (pictured above) and Sainsbury’s, with the bays bringing together male deodorant and male skin cleansing products on the same fixture for the first time. More retailers will join the total bay transformation journey and are already landing permanent ‘Lift & Smell’ trays on their shelves.
Bringing heighted visibility and excitement to the personal care aisle, the ‘Lift & Smell’ fragrance tester trays allow shoppers to smell the new five-strong Fine Fragrance Collection at fixture. Key messages are communicated on the point of sale, such as ‘smell finer than the finest fragrances’, to pique the interest of shoppers and encourage them to try it. Launched in January, the Lynx Fine Fragrance Collection was formulated by world-renowned perfumers and aims to redefine what it means to be a premium fragrance by creating an affordable, high-end range of scents that appeals to Gen Z males.
This activation from Lynx is part of a £1M investment in permanent point of sale across Unilever’s deodorant portfolio. The investment will also see Unilever implement POS across leading brands Dove, Sure and Dove Men+Care with the aim of boosting visibility and educating shoppers on the benefits of its superior ranges. This builds on Unilever’s ongoing deodorant strategy to drive growth into the category by improving the shoppers’ experience through fixture optimisation.
Monique Rossi, General Manager, Deodorants, Unilever UKI, says: “Personal care is a category that is designed to tap into the senses, but the aisle can leave shoppers feeling underwhelmed. At Unilever, we understand the importance of being able to engage with shoppers on this level. We constantly look at how we can bring theatre to the in-store experience and this sizable in-store investment across our deodorants portfolio is unmatched in the category. This is a key lever in our Unilever Deodorant transformation strategy that we started 2 years ago, to educate shoppers about our superior products at fixture and drive category growth through trade up.
“When considering the best way to showcase the scents in the Lynx Fine Fragrance Collection, what better way to do that than to engage shoppers at fixture and let them smell each fragrance before they choose which one they want to purchase. It is what the finest fragrance brands do after all. The response to the range has been phenomenal, and we can’t wait to see the response to our in-store activation.”
[1] Kantar World Panel Online, Total Male Toiletries Spend Actual MAT 24/11/23
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