Lever Fabergé to expand Lynx

Lever Fabergé is to launch a range of products under its flagship Lynx male grooming range next year, including the first mass market exfoliating shower gel for men.

Lever Fabergé is to launch a range of products under its flagship Lynx male grooming range next year, including the first mass market exfoliating shower gel for men.

The company will also launch a male sub-brand in January, which will be called Lynx Unlimited. The range will include a variety of products, including body spray, shower gel, aftershave and anti-perspirant aerosol.

The launch will be backed by an advertising spend of over &£4m. The campaign will be created by Unilever roster agency Bartle Bogle Hegarty. Unilever’s &£690m media buying and planning account was handed to MindShare last week, although this launch will be overseen by outgoing agency Initiative Media.

Industry sources say the advertising takes a similar approach to the Make Luv campaign that supported previous variant, Lynx Pulse. Lever Fabergé introduces a new sub-brand under Lynx every spring. The company launched Lynx Touch this year (MW October 30, 2003).

Lever Fabergé will also introduce a mildly exfoliating Lynx shower gel in January. The company has a history of innovation in the shower gel market. In 2003, the company launched Lynx Shower Shakes, which claimed to be the only men’s shower gel to contain moisturiser. Earlier this year, it launched a revitalising shower gel called Lynx Recover.

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