Unilever’s male toiletries brand Lynx is rolling out a host of new lines across its Fine Fragrance and Core ranges.
Since launching last year, Lynx Fine Fragrance has delivered over £11.4m RSV into the deodorant category. The brand is now expanding the collection with the addition of five new scents created in partnership with the world’s leading perfumers.
The new range is inspired by scents that are trending on social media as Gen Z look for different ways to express themselves, with the hashtag #SmellLikeASnack garnering over 69 million views on TikTok.
The new Fine Fragrance scents include Peach Infusion, Watermelon Freeze, Cherry Spritz and Cocoa Velvet, which join the existing collection across grocery and beauty stores. Created with essential oils and offering 72hr freshness, the Fine Fragrance Collection provides consumers with 2x more odour protection zinc technology than a standard Lynx body spray.
Monique Rossi, General Manager, Deodorants, Unilever UKI, said: “Last year, the Lynx Fine Fragrance Collection redefined what it meant to be premium and engaged with the evolving personal care habits of young guys. Fragrance is still the number one confidence driver amongst young males, and with nearly half (47%) of 13-39-year-olds saying they have purchased a ‘dupe’ of a luxury product, we’re expecting the expanded Lynx Fine Fragrance Collection to resonate with consumers. As the number one male toiletries brand, we continue to rip up the rule book in 2025 and tap into innovative food-led social trends to inspire our new products – driving category growth for retailers and cementing Lynx as the go-to fragrance for Gen Z.”
In addition, Lynx Fine Fragrance shower gels and stick deodorants are also launching, across existing scents (Black Vanilla and Blue Lavender) and new variants (Cherry Spritz and Peach Infusion).
A £14.6m ATL marketing campaign will go live in April for Lynx Fine Fragrance, headlined by a new TV creative, as well as the use of culturally relevant social media influencers and digital content to reach Gen Z audiences. High footfall sampling will also take place throughout the year.
Lynx is also bringing a new fragrance to its core range with Sunset Fresh. On shelves across all channels nationwide, the fragrance is available in body spray, anti-perspirant, stick and shower gel formats. Tapping into the trend for ‘aquatic fragrances’, Sunset Fresh is described as a “refreshing, crisp and invigorating scent”. Lynx Sunset Fresh will be backed by a £2m marketing campaign running from July to September.
Rossi added: “We know that innovation plays a pivotal role in exciting shoppers and bringing new consumers into the deodorants category. We’ve had considerable success with our two latest editions to the Lynx core portfolio, Epic Fresh and Jungle Fresh. We expect Sunset Fresh, with its vibrant fragrance profile, to appeal to young guys and contribute to a growing male toiletries category. We’ll be supporting all our launches with a sizable marketing budget to ensure Lynx is unmissable this year, and continue to freshen up the personal care aisles with novel ways for consumers to discover our fragrances in-store.”
