Lynx wants to make luxury fragrances more accessible and change outdated brand perceptions. They discovered a new opportunity to target Gen Z consumers.
Research showed that 74 of UK males feel there isn’t an affordable fragrance option for them. Further studies revealed that 80 of young men in this demographic use fragrances daily, often spending at least £60 on products.
Lynx decided to introduce a fragrance range that addresses this unmet need, focusing on affordability as a key selling point. Unilever’s general manager of deodorants for the UK and Ireland, Monique Rossi, stated that they identified a big gap in the market for a premium fragrance that is both accessible and inclusive.
“We know some people may hold outdated perceptions and success for us with this new collection would be to see these fragrances become the go-to for Gen Z.” – Monique Rossi, Lynx
Introducing the new Lynx Black Vanilla, a part of the latest fine fragrance collection that officially launched today. Unilever reports that in blind tests, 74% of men preferred this fragrance over Tom Ford Tobacco Vanille, which is priced at $294. Rossi explains that the new fragrance range caters to various needs beyond the core products like body sprays and shower gels.
The focus is on reaching the young Gen Z male demographic, with an aim to connect authentically with them through marketing strategies that have evolved over time.
Read more: Top 10 Electronics Brand in Bangladesh
By using relatable casting, music choices, and visuals inspired by meme culture, Lynx aims to resonate with their audience on platforms like TikTok and Twitch. Ultimately, their goal is to uplift every guy while staying true to their target audience’s interests and preferences.
Redefining Traditional Beliefs
Unilever is excited about the new range of Lynx products, hoping to change how people see the brand and increase sales. Young men are eager to smell better and don’t want to miss out on this opportunity. Rossi believes that creating a fear of missing out (FOMO) around their products can be successful.
They aim for the fragrances to become popular among Gen Z, surpassing even top brands. The launch of Lynx Black Vanilla involved an interactive billboard in London, with a £15 million campaign starting today and expanding nationwide in April through TV, BVOD, and cinema ads.
Read more: Probashi Palli becomes land partner of Nagad’s mega campaign
Rossi says we will keep targeting Gen Z by being present on platforms like Twitch, YouTube, TikTok, Meta, and Snapchat where our audience is. We’ll also engage in events and use PR to promote our brand. Lynx currently has a good BrandIndex score of 5.6 for value and 9.4 for quality.
In terms of consideration and purchase intent, Lynx scores 15.7 and 4.3 respectively on BrandIndex, with an overall score of 8.9. Bulldog, a competitor in male skincare, has lower scores across the board with an index value of 7.
Read more: Nagad now offers land in Dhaka on Transactions
Unilever’s recent announcement about spinning off its ice cream business prompted Lynx’s move into the fragrance market. This decision aligns with Unilever’s Group Action Plan to boost growth across its beauty and wellbeing, personal care, home care, and nutrition divisions over the next three years.
