Why would women want the Lynx Effect?

Rosie Baker is Marketing Week’s specialist on sustainability and retail.


I can’t fathom why the Lynx brand would appeal to women. The brand has until now targeted men, only men and a particular type of man/boy at that.

Lynx’s marketing strategy and creativity is unrivalled in the way it pushes boundaries and tries out new technologies. It is so relentlessly “Lynx” that it can only be applauded, whatever your view on the way it depicts women and for that matter, men.

There are some exceedingly clever marketing brains working on the brand both in the UK and around the world working on Axe, the brand name it uses elsewhere.

The latest stunt, to launch a “his n hers” product with a female fragrance, just doesn’t seem right to me.

Lynx’s marketing has until now excluded women (unless you count the hordes of scantily clad women and “angels” that flock towards Lynx-wearing men in ads) in a way that has allowed it to be phenomenally successful men’s brand, but  one that has zero appeal to women.

It’s because Lynx is so well marketed as a lad’s brand that lads like it. That’s also the reason that I don’t think women will.


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 customerservices@marketingweek.com

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