Lever Fabergé unveils plans for flagship grooming ranges

Lever Fabergé has unveiled next year’s plans for its flagship grooming brands, including a relaunch of its Impulse range of female body sprays and deodorants.

Lever Fabergé has unveiled next year’s plans for its flagship grooming brands, including a relaunch of its Impulse range of female body sprays and deodorants.

Lever will revamp its Impulse range in January, with updated packaging and a new fragrance known as Goddess. The Impulse relaunch will be supported by a &£3m TV, print and outdoor advertising campaign created by roster agency Bartle Bogle Hegarty (BBH), with media by Initiative.

Lever is also to add a new variant to its leading male grooming brand Lynx, called Lynx Touch. The fragrance will be introduced across the Lynx range of shower gels, deodorants and body sprays.

Lynx Touch will be supported by a &£5m campaign, also created by BBH. Industry sources say that advertising is expected to follow the formula of the hugely successful “Make Luv” campaign that supported last year’s variant launch, Lynx Pulse.

The song used by the campaign, a collaboration with record company EMI, stayed at number one in the charts for four weeks. One insider says: “Lever is looking to repeat this tactic. It was massive last year and really helped the launch.”

Lever’s strategy for Lynx is to maintain sales growth with the launch of a new fragrance every year. Recent innovations to the brand have included the Lynx Dry antiperspirant range, and Shower Shakes, a two-layer shower gel (MW February 20).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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