Unilever’s male fragrance Lynx has unveiled new limited-edition packaging for its Africa variant as it looks to recruit new users.
Based on the fact that Lynx Africa is the UK’s number one male fragrance, has sold over 400m units and is sprayed over 21.5m times every single week, Lynx has elevated it to G.O.A.T (Greatest of All Time) status. The inclusion of the G.O.A.T phrase on the packaging aims to resonate with the Gen Z audience by aligning with their culture through the use of their own language.
Monique Rossi, Marketing Director of Deodorant and Skin Cleansing, Unilever, said: “Lynx Africa is arguably the most iconic male fragrance on the market. Through social listening we understand that it is much more than just the nation’s most used fragrance, it is a huge part of UK culture. And, as culture evolves, so does Lynx, which is why we’re on a mission to boldly celebrate its G.O.A.T status and recruit the next generation by getting closer than ever to their world.”
Similar to the Lynx A.I. Body Spray launch last year, a QR code will be included on the back of packs. Shoppers will be able to scan the code to unlock exclusive G.O.A.T level Lynx prizes and experiences. This is designed to drive shopper hype and relevance and connect with Gen Z audiences through the digital world.
Unilever stated that the refresh of Lynx Africa is part of its long-term strategy to drive value and further invigorate the deodorants category through encouraging trade up.
Lynx Africa GOAT is available as a 150ml Body Spray (RRP £4), 250ml Body Spray (£5),150ml Antiperspirant (£4), 250ml Antiperspirant (£5), 225ml Shower Gel (£1.25), and 500ml Shower Gel (£2.50).
