A deodorant with the "effect of chocolate" is understood to be the next major launch for Lynx, The Grocer has learned.
The packaging of the new variant resembles swirling chocolate and will be called Lynx Dark Temptation. One variant will feature the line "with the effect of chocolate", suggesting the fragrance is likely to attract the attention of the fairer sex in the way chocolate does.
Unilever has applied to register the trademark and logo under the category that covers personal care products from soaps and shaving gear to talcum powder.
Although it has also registered a packaging design for Lynx Dry under the Dark Temptation branding, a spokeswoman refused to confirm that it was planning to launch the variant.
Deodorants is the dominant category in male grooming but growth has been sluggish, up 1.5% in value over the past year, according to TNS Worldpanel [52 w/e 22 April, 2007].