Unilever adds samba variant to Lynx range

25 November 2008 | By Popsop Team

Unilever UK is adding an exhilarating new samba-inspired variant to Lynx, the UK’s number one male toiletries brand.

Lynx Fever launches across the shower gel and body spray categories in mid-November and is supported by a  (GBP) 3million marketing campaign.

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New Lynx Fever

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Axe (Lynx) full range

Julie McCleave, Senior Skin Category Manager at Unilever UK comments: “Lynx Fever is a feel-good launch for guys who are looking for a bit of Latino flavour in their lives by transforming ordinary young men into hot Latinos! It’s an exciting launch that will entice new users into the Lynx market and grow the existing category.

“There will be a significant in-store presence as Lynx Fever will have bold red and orange packaging to ensure strong shelf stand out. The launch will appeal to young men making them ready for the mating game.”

The shower gel contains Brazilian hot mud and red dragonfruit and invigorates your skin so you’re ready for action. A quick dose of the exhilarating Guarana and Lime bodyspray will then get you in the mood for a playful little samba.

Lynx has 15.8% value share of the Male toiletries market and is growing YOY. The GBP 3 million media campaign will run across TV, advertising, PR and in store support.

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