Unilever continues to premiumise its Lynx deodorant offer, adding five body sprays to the brand’s posh Fine Fragrance Collection.
Peach Infusion, Watermelon Freeze, Cherry Spritz, Cocoa Velvet and Purple Patchouli, an Asda exclusive, join the range that made its UK debut in January last year in Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage and Copper Santal (rsp: £5/150ml).
Designed to satisfy “demand for affordable fine fragrances”, each variant provided “72hr freshness” and “2x more odour protection zinc technology than a standard Lynx body spray”, said Unilever.
The supplier has also unveiled the first Fine Fragrance stick deodorant (rsp: £3.75/50ml) and shower gel (rsp: £3.60/400ml) – in Black Vanilla, Blue Lavender, Cherry Spritz and Peach Infusion.
The new Lynx lines will be supported from April by an £18m push, headlined by a TV ad and featuring social media influencers and digital content to reach Gen Z audiences. High footfall sampling will take place throughout the year, while the brand will use shopper activations to build upon its in-store ‘lift and smell’ testers unveiled in March 2024.
“Last year, the Lynx Fine Fragrance Collection redefined what it meant to be premium and engaged with the evolving personal care habits of young guys,” said Monique Rossi, Unilever deodorants GM. “Fragrance is still the number one confidence driver amongst young males and, with 47% of 13 to 39-year-olds saying they have purchased a dupe of a luxury product, we’re expecting the expanded Lynx Fine Fragrance Collection to resonate with consumers.”
Lynx continued “to rip up the rule book in 2025 and tap innovative food-led social trends to inspire our new products,” Rossi added.
The brand has also launched a new variant for its core deodorant lineup. Sunset Fresh is available in body spray, anti-perspirant aerosol, roll-on and shower gel.
The innovations come just two weeks after Unilever rolled out a 12-strong range of premium deodorants suitable for intimate and sensitive areas of the body – backed by a £14.6m marketing spend. The Sure, Sure Men and Lynx options can be used on “boobs, feet and beyond”, including male genitalia.
Fragrances include Fresh Citrus, Ocean Rush and Coconut & Sandalwood across body spray, stick and lotion formats.
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