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The new packs feature an “on-trend” design created in collaboration with artist and illustrator Ben Tallon, in a way that “does not rely on gender stereotypes”.
The brand is also rolling out three new sports products to help retailers tap into the “growing sector”, including a body spray, anti-perspirant and three-in-one body, face and hair wash.
The Lynx range also features new 48-hour High Definition body scents through “pro-scent technologies”, 12-hour refreshing scent body washes using plant-based prebiotics and 72-hour Anti-Sweat formulas across the series of brand-new products
The brand is kicking off a £12m campaign to support these launches, including TV, video on demand, out-of-home and on social to “help drive mass reach for the brand”.
Josh Plimmer, Lynx senior brand manager, said: “This ambitious brand refresh, led by our new TV ad, champions all the different ways guys navigate the evolving world of attraction – this brand communication campaign does just that, with fresh content, packaging, graphics and reformulated versions of its products.”
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