The legendary Lynx effect
“My God, what is that smell?” – a disgusted Veronica Corningstone
“That's the smell of desire, my lady.” – Brian Fantana
Anchorman, 2004
With its coolly seductive fragrances and packaging, Lynx is the UK’s top male grooming brand. A steady stream of innovative products gives guys the tools to get ahead in the mating game. It must be working because eight million guys already use a Lynx deodorant each day.
Lynx’s popularity is also down to its cutting edge, award-winning marketing campaigns starring the likes of Jennifer Anniston, Ben Affleck and Kelly Brook. From the Number 1 soundtrack to Pulse ‘make luv’, to this years Pocket Pulling Power, each ad campaign fast becomes a part of every British guy’s psyche.
How it all started
·Originally launched in France in 1983 (where it is known as Axe), Lynx was introduced into the UK by Elida Gibbs Ltd in 1985. The first body spray to be launched as a stand-alone brand, it was initially available in a choice of three fragrances: “Amber”, “Musk” and “Spice” and was packaged in distinctive black with silver lettering, giving it strong associations with male sexual potency
With a brand mission to give consumers the edge in the mating game Lynx has continually evolved to develop fragrances that bring guys closer to their ultimate girl. Working closely with the Lynx Institute of Attractiveness, the ‘Nose’ and Lynx perfumiers have developed pulling inspired fragrances including Lynx Vice, which is packed with high levels of exotic fruits, designed to turn unsuspecting nice girls naughty
This year heralded the launch of Lynx Bullet, a totally new pocket sized addition to guys grooming gadgetry which gives 24/7 Pocket Pulling Power anytime, anywhere. 2009 also saw the launch of Lynx Instinct, a scent crafted from rare leathers encouraging guys to unleash The Man Leather to get the girl. Celebrity stunner Carly Zucker launched the fragrance with a series of sexy cave girl shots recreated from ‘One Million Years B.C.’ encouraging guys to rediscover their primal side
Following the success of Lynx Boost and the Lynx Manwash, is this year’s launch of the invigorating Lynx Fever. The fiery shower gel gives guys an invigorating wake up boost with a tropical surge of freshness set to get girls temperatures rising at festivals across the UK this summer
Summer 2007 saw the re-formulation of all fragrances. The new and improved range gave guys even more opportunities to pull. Kelly Brook and her team of Lynx Mynxes hit our screens in the Miami based Bom Chicka Wah Wah Rally, a nationwide search for the UK’s ultimate ‘Players’, teams of three mates who have had success with the ladies but want to take their skills to the next level and improve their game
2008 saw the launch of Dark Temptation which contains traces of chocolate and whipped cream designed to send women into a spiral of lickable, loveable and luscious desire. Also launched in 2008 was Lynx3, the UK’s first mainstream dual body spray
The current range of deodorants includes Dark Temptation, Instinct and Vice. In addition to its deodorant range, Lynx Dry offers anti-perspirant solutions with Lynx Dry Instinct being the latest variant to be introduced.
Did you know?
- Women follow their nose when searching for a partner. A survey has found that women rate the smell of a man as more important than his looks as it apparently indicates how healthy he is – and therefore how healthy his offspring might be
- British men worry about their self image, with personal freshness, bad breath and body odour causing the most stress
- Guys are fast catching up to their female counterparts’ love of grooming products, with 53% of men claiming to use two or more products in the shower
For information on the Lynx range of products call the customer careline free on 0800 585204.
