Men's fragrance Addiction is set to wrestle with the mighty Lynx brand with a relaunch that repositions it as a 'masstige' range - one that has prestige appeal with an affordable price tag.

An autumn marketing campaign will aim to show 17 to 27-year-old males how to equip themselves for a successful night on the pull, with advertising focusing on the theme of seduction, reinforced by the strapline 'Can't get enough'.

Executions will run on nine digital TV channels, with print ads in Loaded, Nuts, Zoo, FHM, Front and Max Power, as well as nationwide sampling activities at nightclubs and student unions.

The brand was originally launched in 1995 as Fabergé Addiction by Lynx owner Unilever, but was bought by Conquest Personal Care in 2002, which brought out a new version of the fragrance a year later.

It is now available in two scents - the main brand and a limited-edition variant called Addiction Fever.

Both contain a synthetically produced pheromone, a chemical compound believed to increase physical attraction, which has inspired the advertising theme. The full range includes a 150ml deodorising body spray, a 200ml anti-perspirant deodorant spray, a 250ml body wash - all retailing at £1.99 - and a 100ml eau de toilette, priced at £8.99, as well as three gift packs.

Conquest managing director Bill McManus said the brand had fine fragrance expertise on board in ­perfume designer Azzi Glasser, who has worked with such names as Jasper Conran, Alexander McQueen and Agent Provocateur. He said it also had a powerful brand name and a core base of loyal consumers and it filled a gap.

"There is a lack of luxury in the mass ­market," he added. "We are also seeing consumers looking for better quality without having to pay a prestige price."