Lock up your sons: it’s Lynx for ladies
Lynx is launching its first ever fragrance for women.
The lad-friendly deodorant brand is moving into virgin territory with Lynx Attract, a bodyspray available in For Him and For Her variants.
The limited edition sprays (rsp £3.25 for a 150ml can) mark Unilever’s first attempt to replicate much-touted ‘Lynx effect’ in women.
Unilever said the For Her variant would “drive the guys wild with its fruity, floral and woody fragrance” featuring “bottom notes of wood, musk and vanilla”.
Lynx marketing manager Selina Sykes said the news “a historic moment for the brand”.
Readers' comments (4)
Victoria | 24 Jan 2012 13:37
I really hope this latest effort falls flat on it *rse as I think that a brand who's marketing strategy has survived on chauvinism and exploitative depictions of women as the main axis of its communication has no place in trying to create a female focused product. If it succeeds it will only serve to prove how dumbed down and without principle the public has become.....plus they've ripped the logo off of Airwalk trainers. Sue them Airwalk - do it!!
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Anonymous | 24 Jan 2012 14:21
Actually, Lynx / Axe has massively achieved, so much so that you seem unaware of the owner's association and ownership of Dove, a very different proposition indeed. Yes, the same Dove which promotes "Beauty for real women". Clearly Unilever is doing a fantastic job in advertising to a very wide range of users with very different messages across its personal care product offerings. Advertising at its best!
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Anonymous | 25 Jan 2012 10:13
Its an interesting venture ... and one i think will work whether or not you think the Brand is chauvanist in its past creative. To be honest, I have never been offended by the Lynx adverts its always been tongue in cheek and I will be interested to see how they flip this over to the female psychie. I think it is brave of Unilever but there is a gap in the market with the demise of Impule for teenage girls.
Lets wait and see ...
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bikergrrl | 02 Feb 2012 16:30
The Lynx adverts are not Chauvanistic. It's all a bit of fun and clearly marketing genius (they work). In fact, anyone remember the Lynx temptation ad (chocolate scent)? I think if anyone got "objectified" there, it was probably the dude.
Personally I can't wait to get my hands on some of this and see what it smells like. The can will also go lovely with my pink airwalk trainers ;)
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