Lynx has launched a new collection, consisting of five "premium" scents in 150ml aerosol cans.
Brand owner Unilever said the new Fine Fragrance Collection aims to redefine the "premium fragrance" category by creating an affordable, high-end range of scents that appeals to Gen-Z males.
Unilever said that fragrance is the number one confidence driver amongst young males, and with 74% of them saying they feel there isn’t an affordable option that meets their fine fragrance needs, Lynx Fine Fragrance Collection can fill a void in the category.
The "premium" range of fragrances consists of Black Vanilla, Blue Lavendar, Aqua Bergamot, Emerald Sage and Copper Santal.
Each scent plays a different role for shoppers and are formulated to smell as fresh as a premium cologne, according to the corporation.
Since launching in the US last year, the fragrances have already won a best colognes award from Men's Health and a best fragrance award from Esquire.
Lynx Fine Fragrance Collection will be supported by a £15 million (€17.5 million) above the line (ATL) marketing campaign campaign, which encourages men to ‘smell finer than finest fragrances’.
The campaign will include point of sale (POS), TV and sampling.
In store from March, as part of a 76.5% increase in shopper marketing investment, consumers are set to encounter bespoke ‘lift and smell’ stations, said Unilever.
These are intended to disrupt the personal care aisle in a creative way and encourage trial by focussing on fragrance.
Monique Rossi, general manager, deodorants, Unilever UKI, said: “Year-on-year, Lynx maintains its status as the UK’s number one male toiletries brand, and our products help users feel fresh and confident throughout the day. With the new Fine Fragrance Collection, we’re redefining what it means to be premium. Fragrance is the number one driver of confidence, and we don’t think you should be paying £100 (€116.9) plus to smell great on a daily basis.
“In the UK, 74% of UK guys are looking for an affordable fine fragrance, demonstrating the huge opportunity this range presents. The Fine Fragrance Collection is the perfect hybrid between a fine fragrance and a deodorant. It’s been formulated by world-renowned perfumers from two of the premier fragrance houses - Givaudan and Firmenich - as well as the best ‘nose’ in the business, Ann Gottlieb.
"So, now guys can smell as good as they would with a fine fragrance but at a much more accessible price point. This premium offering is designed to drive category growth and boost sales for our retail partners.”
Lynx Fine Fragrance Collection follows last year’s Dove Advanced launch and 2022’s Sure Nonstop Protection.
The launch marks the next stage of Unilever’s long-term strategy to drive value and growth back into the deodorants category through innovation and superior technology.
The total deodorant category (all manufacturers) grew by £90 million (€105.2 million) in 2023 vs 2022, with Unilever driving 63% of the category growth and Sure and Dove brands driving 54% of the category growth.
Unilever’s Lynx launches new “premium” range
