Lynx to target women
January 26th, 2012 Posted in Advertisement, Expansion, Social Media | No Comments »
Lynx which is a well know MALE grooming brand is looking to give girls the ‘Lynx effect’ after it launched a women’s body spray in the UK on Monday. It will be the first time the brand has entered the women’s market.
Lynx which is owned by Unilever, is launching their new female range in conjunction with their new Attract range which is aimed at men, Attract for her will be part of the range and will be marketed as limited edition. The mens range however will be permanent and includes a body spray, antiperspirant and a shower gel.
According to Selina Sykes, Lynx marketing manager at Unilever, the Lynx brand is established enough to have the permission to launch a women’s fragrance. She said: “As a brand, Lynx has got to constantly find new ways to entertain guys with a new variant that tops the previous years. Lynx is about surprising and entertaining consumers to generate conversation around the brand. Lynx will not be marketing the women’s Attract fragrance directly to women. Sykes said Lynx already has a high “spontaneous awareness” of the brand within the female deodorant market, which means the brand “doesn’t need to market to girls. The women’s fragrance is being marketed as a limited edition product to encourage consumers to engage with the Attract variant, she said, emphasising “when it’s gone, it’s gone”.
Lynx is looking at different marketing options for their range across the globe last October Marc Mathieu announced their “more magic, less logic” marketing strategy. Selina Sykes spoke about this strategy and said: “Everything we do has that implied magic.” Plus Lynx has always been based on strong insight and the “magic”.
It has also been announced that the Lynx brand will also be launching the female fragrance in other markets under their Axe name, it will be called Axe Anarchy and will of course use the same advertising format that we see with Lynx and the same strapline; “Unleash the chaos”.
You can find more information about the new female fragrance on Facebook and the TV ad will be screened on 1 February and will be supported by digital, outdoor and PR activity. The new ad features a female American “cop” and a male “robber” running through the streets of a city, where they are undressing while in pursuit of each other. At the end of the ad the pair are gazing at each other, about to kiss.
Please see video below.





