Unilever is launching a major new innovation under the Lynx brand that will offer consumers three variants in one can. Lynx 3, which will be launched early this year, will include two body sprays that can be used separately or combined.
The product, which has been tested in Argentina, comes in a “gadget-style” dispenser and will be packaged in a box. It will be supported by a £6.5m marketing campaign in the second quarter of the year.
The move comes as part of a major push in the deodorant category for Unilever. A pan-European digital campaign, created by Bartle Bogle Hegarty, for the Lynx brand launches this week. It will include a revamped website and activity on Bebo and YouTube.
New Lynx variant Dark Temptation, made from chocolate, ginger, sage, coriander and whipped cream, also hits the shelves this month. The launch will be supported by a £3.5m advertising campaign.
Unilever is also investing in its other deodorant brands during 2008 including new versions of Sure for Men, which activates its fragrance during the course of the day. In the female sector, Sure is launching a range formulated for sensitive skin called Sure Skin Care.
It is also moving all of its roll-on deodorants into new upside down packaging, which Unilever says uses less plastic and packaging than other roll-ons.