Lynx goes Instinctive

Thursday, 06 November 2008
Unilever UK is adding an exciting new fragrance to the Lynx portfolio. Lynx Instinct, an unmistakable fragrance that combines the scent of rare leathers with the legendary Lynx effect, will be available in January 2009.

The launch will be supported by a huge £6million media investment in TV, print, PR, outdoor and sampling.

Murray Bisschop, Senior Deodorant Category Manager at Unilever UK comments: "Lynx is a trend setter in the deodorant category and this unmistakably masculine scent will further improve the brand's fragrance credentials.

"We expect Lynx Instinct to drive incremental category growth and attract new users, who associate a masculine scent with a good image.

"The launch will build on the success of Lynx Dark Temptation, which was one of the stand-out achievers in the category last year."

The fragrance will launch across the Lynx range in a body spray, antiperspirant, shower gel, roll-on and aftershave format.

The scent is made up of a special formulation of ingredients that include cardamom, amber and atlas cedarwood to produce a spicy scent of leather.

The packaging of Lynx Instinct will echo the strong, masculine look of the Lynx range with a striking black and orange design to ensure strong shelf stand out.

With its unmistakable leather fragrance, the new range will allow the Lynx effect to be unleashed once more!

Source: Unilever
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