Unilever is planning a &£10m overhaul of its Lynx deodorant brand in a move that will see the largest investment in the brand since its launch 17 years ago.
The move is in line with Unilever chairman and chief executive Niall FitzGerald’s “path to growth”, which promised an increased focus on core brands such as Dove, Surf and Lynx.
Dubbed by Unilever as “the new generation Lynx”, the revamp will include a new scientific formula, which the company claims starves the bugs that create body odour.
In the past, Lynx has been positioned as a male grooming brand to make men irresistible to women. This will now change and the product will be positioned as a longer-lasting deodorant, which keeps body odour under control and provides long-lasting fragrance.
Bartle Bogle Hegarty will handle the relaunch advertising for the brand in the UK.
The Lynx deodorant will be available in new packaging with no lid and a push-and-press button.