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Lynx shifts brand direction

Screen Shot 2015-03-30 at 9.51.08 AMLynx will launch a new campaign this month to mark the release of Lynx Black – a refined suite of products that represent a new brand approach.

Lynx Black is a complete male grooming suite that encompasses both fragrance and hair products. The range includes daily fragrance body spray, antiperspirant, roll on, and shower gel, as well as two additional styling products to the extensive Lynx Hair range – the new Lynx Black Casual Styling Clay and Lynx Black Featherweight Styling Gel Foam.

The campaign will include a global TVC followed by out of home and digital and social campaign, encouraging “Aussie guys to take an understated approach in a world that often says they need to be over the top to stand out”.

The campaign theme was created in line with the new product range, which is a more subtle fragrance for Lynx and will be released for the first time as a complete grooming suite that includes the daily fragrance, hair styling, shower gel, and anti-perspirant.

The creative, from BBH London, consists of a 30 second spot that will run across free to air and pay TV and an extended 60 second TVC supported across YouTube.

Fiona Barnett, BBH team manager, said from a production point of view it was one of the biggest shoots that Lynx had ever undertaken.

“There were around 400 cast members across two countries, horses, fire breathers, and cars on their sides. All in all, a massive endeavour – effectively creating an overstated world in order to show the benefit of understatement,” Barnett said.

Jon McCarthy, marketing director, Unilever, said it is an exciting time for Lynx in Australia, as the launch of the new range is the biggest move to date in the brand’s redirection.

“Lynx consistently delivers products and campaigns that speaks to the modern men of today and Lynx Black was developed as a direct response to the growing trend in a more refined approach to style and grooming. The campaign materials not only deliver this in a clever way, but with a strong stamp of Lynx’s personality,” McCarthy said.

The launch of Lynx Black globally is also supported by the creation of the brand’s first music video.


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