Making premium fragrance accessible to Gen Z
The bold innovation marks the brand’s most significant launch in a decade and represents a strategic leap in making premium fragrance accessible to Gen Z.
With 74% of young men saying there were no affordable options for premium scents, and nearly half buying ‘dupes’, Lynx saw an opportunity: democratise fine fragrance.
Created by world-class experts
Lynx has been giving their shoppers confidence through fragrance since 1983. Now, Lynx Fine Fragrance, is an extension to the Lynx range offering a premium fragrance intended to rival high-end brands.
To deliver this new superior range, Lynx collaborated with world-renowned perfumers from Givaudan and Firmenich, and enlisted the expertise of legendary fragrance consultant Ann Gottlieb. The result: a suite of sophisticated scents—Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage, and Copper Santal—crafted with 60% more investment than the brand’s average fragrance development.
The innovation extended beyond scent, also delivering 72-hour odour protection. This standout performance, paired with sleek packaging, helped Lynx challenge outdated perceptions of body sprays and position themselves as a premium player in the fragrance space.
Bold execution in store and online
Execution was equally bold. Lynx invested £15 million in a multi-channel campaign, headlined by a high-energy TV ad starring rap artist Lil Baby.
Knowing Gen Z love to be early adopters, Lynx launched with a strong social-first strategy. Influencer content created exclusivity, culminating in a Southbank takeover in London with a scented billboard and a mystery reveal that stated ‘74% of guys prefer new Lynx Black Vanilla to Tom Ford Tobacco Vanille’.
In-store, Lynx revolutionised the shopping experience with ‘Lift & Smell’ tester trays across 2,000 Tesco, Sainsbury’s, and Boots stores. This £1 million investment brought theatre to the personal care aisles and drove trial—52% of teen boys who saw the displays tried the scents.
Record-breaking results
The results speak volumes. In its first year, the collection generated £12.1 million in RSV and reached 4.2% of UK households, bringing in 2.2 million buyers—many new to the brand. And now, the range has been confirmed as the number 1 launch in health and beauty in 2024.
Lynx Fine Fragrance Collection hasn’t just elevated Lynx’s brand perception – it’s redefined what body spray can be. It’s testament to Lynx’s commitment to innovation, inclusivity, and category leadership.
This launch builds on Lynx’s strategic transformation of recent years to resonate with a new generation of shoppers. As male grooming habits evolve and self-care grows in importance, Lynx has embraced fragrance innovation and bold marketing to drive growth. The pinnacle of this innovation came with the Fine Fragrance launch, now expanded with four new scents and two Lower Body Sprays – proving Lynx isn’t just keeping up, it’s leading the way.