Lynx unveils deodorant launch for women

Unilever is launching its first Lynx product for women in the UK as part of a global expansion of the previously men’s-only brand.

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The launch of ‘Lynx Attract – For Him and For Her’ is being supported by a £7.2m marketing campaign using the strapline: “Nothing will ever be the same again” across TV, digital, cinema, outdoor and PR.

A teaser video, created by BBH, featuring a female cop and a male robber running towards each other instead of in chase, that claims to show the impact of giving the Lynx Effect to both sexes, launches online today (23 January).

Lynx is also selling 100 cans exclusively through its Facebook page.

The TV ad launches on 1 February showing the apparent chaos brought on by men and women both wearing Lynx fragrance being so “intensely attracted to each other”.

http://www.youtube.com/watch?v=jR_5Sih3zOI

Kieran Danaher, Lynx brand manager, says: “This is a historic moment for Lynx as a brand. As a brand we’re aiming to push boundaries with creative marketing campaigns this year, and the launch of Lynx Attract is set to do just that and more.”

The previously men’s-only brand launched Anarchy – a female version in the US earlier this month, under the brand’s international name Axe.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here