Men will no longer have any excuse to pong after a hard day’s work thanks to the launch of Lynx Bullet – the first pocket-sized, portable deodorant.
The range will hit shelves in January, supported by a £8m media spend to include a television advertising campaign. The new format was being launched in the wake of the smoking ban, which had made unpleasant body odours more noticeable in pubs and clubs, said the company, adding that a quick blast of deodorant would also help boost a man’s sex appeal. The mini aerosols were expected to create an entirely new usage occasion for men, as well as drive growth in the Lynx brand, which has grown 15% year-on-year to £115.5m [IRI], Duncan Ramsay, launch manager for Lynx Bullet at Unilever, told The Grocer.
“Our new Lynx Bullet is the first pocket-sized male body spray to be launched in the UK and we are very excited,” he said. “The new format has been designed to be sprayed at a moment’s notice at any time of the day or night – giving guys the Lynx Effect right when they need it most.”
Measuring just under 8cm long, the new Lynx Bullet is designed to fit neatly into men’s pockets and be conveniently portable for use discreetly at work or in social situations. The mini spray will be available in three fragrances: Dark Temptation, Vice and Instinct – a brand new scent for 2009 – and will be priced at 99p for a single canister, £1.89 for a twin-pack and £2.99 for a four-pack.
The range will hit shelves in January, supported by a £8m media spend to include a television advertising campaign. The new format was being launched in the wake of the smoking ban, which had made unpleasant body odours more noticeable in pubs and clubs, said the company, adding that a quick blast of deodorant would also help boost a man’s sex appeal. The mini aerosols were expected to create an entirely new usage occasion for men, as well as drive growth in the Lynx brand, which has grown 15% year-on-year to £115.5m [IRI], Duncan Ramsay, launch manager for Lynx Bullet at Unilever, told The Grocer.
“Our new Lynx Bullet is the first pocket-sized male body spray to be launched in the UK and we are very excited,” he said. “The new format has been designed to be sprayed at a moment’s notice at any time of the day or night – giving guys the Lynx Effect right when they need it most.”
Measuring just under 8cm long, the new Lynx Bullet is designed to fit neatly into men’s pockets and be conveniently portable for use discreetly at work or in social situations. The mini spray will be available in three fragrances: Dark Temptation, Vice and Instinct – a brand new scent for 2009 – and will be priced at 99p for a single canister, £1.89 for a twin-pack and £2.99 for a four-pack.
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