Unilever’s male toiletries brand Lynx is bringing a new fragrance to its core range.
Rolling out across all channels, the Jungle Fresh variant will be available in body spray, anti-perspirant, stick and shower gel. The company stated that it has been developed to recruit new consumers to the brand and meet Gen-Z’s fragrance preferences, with the demographic preferring scents described as ‘clean’ and ‘refreshing’.
Monique Rossi, General Manager of Deodorants at Unilever UKI, said: “Innovation is fundamental when it comes to recruiting shoppers into the deodorant and shower gel categories. As the number one male toiletries brand, Lynx is in a strong position to work with world-leading experts to develop on-trend fragrances that we know Gen Z will love – and as a result, we play a critical role in driving category growth.
“Within the first year of Lynx’s last core innovation, Epic Fresh, many new deodorant and shower gel shoppers were attracted to the proposition, driving category value and as a result growing the male toiletries category. Jungle Fresh has been designed to build on this success and has a clear place in the current market by tapping into the demand for clean and refreshing scent profiles.”
Jungle Fresh’s launch will be supported by a £2m marketing campaign running from July to September 2024.
The RRPs for the range are:
- Lynx Jungle Fresh Body-Spray 150/250ml Aerosol – £4.00 (150ml) / £5.00 (250ml)
- Lynx Jungle Fresh Anti-perspirant 150/250ml Aerosol – £4.00 (150ml) / £5.00 (250ml)
- Lynx Jungle Fresh Stick 50ml £2.25
- Lynx Jungle Fresh Shower Gel 225/500ml £1.25 (225ml) / £2.75 (500ml)
