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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here