Lynx set to stray from traditional black pack

Lever Fabergé is to launch an all-white variant of its flagship Lynx personal care range called Below Zero in a departure from Lynx’s traditionally black brand identity.

The fragrance will be launched across the Lynx range of body-sprays, shower gels, aftershaves and anti-perspirants. Lever Fabergé will launch the range in October, specifically to tap into the Christmas market.

Industry sources say the company is set to support the launch with a multi-million pound marketing spend, which will focus on the seasonal whiteness and icy freshness of the product.

Bartle Bogle Hegarty handles the advertising for Lynx, while its media is handled by by Initiative Media.

Lever Fabergé will initially introduce the variant for a five- month period from the run-up to Christmas until February. Industry insiders say the launch will then be evaluated to determine whether to keep the products on shelf, or maintain the brand as purely a seasonal variant.

Lever Fabergé’s traditional marketing plan for Lynx revolves around the launch of a single fragrance every year to support sales growth. Lever Fabergé launched its last fragrance for Lynx, called Touch, at the beginning of the year with a &£5m ad campaign (MW October 30, 2003).