Unilever’s male toiletries brand Lynx is launching a new ‘Fine Fragrance Collection’, which is described as an affordable, high-end range of scents that appeals to Gen Z.
Available from 22 January, the range of five scents has been created in partnership with leading perfumers to make premium fragrances more accessible.
The brand pointed to research that showed fragrance is the number one confidence driver amongst young males, with 74% of them saying they feel there isn’t currently an affordable option that meets their fine fragrance needs.
The new Lynx range of fragrances consists of Black Vanilla, Blue Lavendar, Aqua Bergamot, Emerald Sage, and Copper Santal. Each scent is formulated to smell as fresh as a premium cologne. Since launching in the US last year, the fragrances have already won a best colognes award from Men’s Health and a best fragrance award from Esquire.
The rollout of Lynx Fine Fragrance Collection will be supported by an ATL campaign which encourages men to “smell finer than finest fragrances”. The campaign will include POS, TV and sampling. In-store from March, as part of a 76.5% increase in shopper marketing investment, consumers are set to encounter bespoke “lift and smell” stations. These are intended to disrupt the personal care aisle in a creative way and encourage trial by focusing on fragrance.
Monique Rossi, General Manager, Deodorants, Unilever UKI, said: “Year-on-year, Lynx maintains its status as the UK’s number one male toiletries brand, and our products help users feel fresh and confident throughout the day. With the new Fine Fragrance Collection, we’re redefining what it means to be premium. Fragrance is the number one driver of confidence, and we don’t think you should be paying £100 plus to smell great on a daily basis.
“In the UK, 74% of UK guys are looking for an affordable fine fragrance, demonstrating the huge opportunity this range presents. The Fine Fragrance Collection is the perfect hybrid between a fine fragrance and a deodorant. It’s been formulated by world-renowned perfumers from two of the premier fragrance houses – Givaudan and Firmenich – as well as the best ‘nose’ in the business, Ann Gottlieb. So, now guys can smell as good as they would with a fine fragrance but at a much more accessible price point. This premium offering is designed to drive category growth and boost sales for our retail partners.”
NAM Implications:
- What will the finest fragrances do to stay ahead?
