Lynx takes the 'red pill'
With its coolly seductive fragrances and packaging, Lynx deodorant is now the UK’s top male grooming brand by coming up with a constant stream of out-there products to give young guys serious pulling power. It must be working because 8 million guys use a Lynx deodorant each day. And we’ve got proof that Lynx products will get the girls going – nearly half of all Lynx purchases are made by women!
Lynx’s popularity is also due to its cutting edge, award-winning advertisements which so far have nabbed 10 Cannes Lions. Lynx's most recent advertising campaign 'getting dressed' features a chance meeting in a supermarket aisle which leads to much, much more . . . all thanks to Lynx – because you never know when . . .
How it all started
- First launched in France in 1983 (where it is known as Axe), Lynx was first launched by Elida Gibbs Ltd in the UK in 1985. Lynx is the first body spray to be launched as a stand-alone brand and not part of a wider range of products. It was available in a choice of three fragrances: “Amber”, “Musk” and “Spice” and was packaged in distinctive black with silver lettering, giving it strong associations with maleness and sexual potency.
- In 1987 a new fragrance was introduced called “Orient”. 1988 followed with the introduction of Lynx shower gels, which matched the four body spray fragrances. Free mini pack samples of the shower gel were sold with Lynx body sprays. In 1989 two new products were launched – a “Marine” fragrance for the body spray range as well as the Lynx aftershave.
- Lynx men like surprises and keenly anticipate new products. They won’t be disappointed – in 2005 saw the launch of the exciting Lynx Unlimited range. The range offers ‘unlimited powers of seduction’ as the new fragrance promises sensual and warm woods base notes infused with masculine, clean freshness.
