Why would women want the Lynx Effect?

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

/e/t/y/lynx160.jpg

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.

/b/d/p/lynx360.jpg

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