Lynx plans rival to Gillette’s Right Guard

Unilever is planning a further heavily supported extension of its Lynx brand with the launch of LynxDry. The launch is an attempt to steal share from Gillette’s Right Guard deodorant.

The launch of LynxDry is likely to be supported by a £7m advertising and marketing spend. The launch budget will be in addition to the existing £10m Unilever spends advertising Lynx deodorant.

The new product follows in the footsteps of what Unilever calls its biggest launch of the year – that of haircare brand SunSilk. LynxDry will be rolled out in March and television advertising for the product is understood to begin on May 12.One industry insider says: “Lynx-Dry will be Unilever’s biggest launch for the year after SunSilk. The Lynx brand is trying to capture the Right Guard market, which is seen as a more serious deodorant brand for men.”

LynxDry will be available as a spray, a roll-on and a gel-stick.

Lever Fabergé, the UK subsidiary of Unilever, announced a £10m overhaul of the Lynx brand last year. The move represented the largest investment in the brand since its launch 17 years ago (MW February 28, 2002). Last year, Lynx extended into skincare when it launched a moisturiser for men. The Lynx grooming range also includes shaving gel and aftershave lotions (MW May 9, 2002).

Bartle Bogle Hegarty handles advertising for the brand in the UK.

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