Lynx refreshes brand position for Gen Z

To drive relevance among younger consumers, the male grooming brand has invested £12m in a new media campaign and overhauled its pack design

Unilever’s Lynx has emerged from a brand overhaul, complete with a fresh repositioning that targets Gen Z consumers.

Driving relevance among younger consumers, the male grooming favourite has invested £12m in a new campaign across TV, video and social media, joined by some familiar faces for the brand, including two-time heavyweight champion Anthony Joshua, along with YouTube sensation and Fifa gamer, Calfreezy.

To complement the brand repositioning, Lynx will roll out a new pack across its entire product range.

Street artist and illustrator Ben Tallon, who has formerly worked with Nike, Adidas and Dr. Martins, has been hired to lead the pack overhaul with a new ‘on-trend’ design, according to the brand.

Lynx is also said to have improved its formulas with new technologies and ingredients across its entire category; this includes 72-hour anti-sweat blends and 12-hour body washes made with plant-based prebiotics.

To mark the occasion, Lynx has unveiled a new sports-inspired collection, dubbed Recharge.

The trio of sports products features a body spray, antiperspirant and 3-in-1 body, face and hair wash (from £2.84).

“Lynx continues to have a legendary status because we understand the importance of staying relevant to our audience whilst helping guys smell and feel their best,” said Josh Plimmer, Lynx’s Senior Brand Manager.

“This ambitious brand refresh, led by our new TV ad, champions all the different ways guys navigate the evolving world of attraction – this 360-degree brand communication campaign does just that, with fresh content, packaging, graphics and reformulated versions of its products.

“We believe attraction is about connection, equality and empowerment and how Lynx can open you up to a world of possibilities when you’re feeling most confident and the best possible version of yourself.”

The new line is available to shop at leading UK supermarkets as well as online.

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