Lynx has released its new suite of grooming products, Lynx Black.
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.
Unilever marketing director, Jon McCarthy, said it was an exciting time for Lynx in Australia, with research showing more than 80 per cent of Australian males claim to have a daily grooming routine.
“Over the years Lynx has worked closely with legendary perfumers to create enticing fragrances, many of which have been quite playful. Lynx Black is a step in a slightly different direction. The range was developed as a direct response to the growing trend towards a more refined approach to style and grooming, while still maintaining a strong stamp of Lynx’s personality,” McCarthy said.
Developed by iconic fragrance expert, Ann Gottleib and in conjunction with renowned fragrance house Firmenich, Lynx says the scent of Lynx Black is designed to give men a subtle hint of confidence.
“In constructing LYNX Black we created a fragrance masculine at its core, but in an elegantly balanced way so that one note doesn’t overwhelm the others,” Gottleib said.
“We also used lighter, woody notes, rather than some more traditionally dark and heavy ones. This certainly isn’t your father’s fragrance.”
Lynx has also launched a new marketing campaign to coincide with the release of Lynx Black.
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 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.
