Men’s fragrance launch to challenge Lynx’ supremacy

The Bond Street Perfumery, owned by Yardley, is entering the men’s fragrance market with the launch of So… For Him.

The market sector is currently dominated by Elida Fabergé’s Lynx brand.

Gotham is handling the 1m creative advertising for the launch, which will be placed in young people’s press titles such as Loaded, Sky and NME.

The Bond Street Perfumery launched a women’s body spray called So in 1994. Helen Cooper, group marketing manager for fragrance at Yardley, says: “The Bond Street label has been so successful we thought it was time to look at the male area.”

The range will include an after- shave splash, a deodorant and a moisturising shower gel. There are plans to launch a spray variant later in the year.

Cooper says young men feel more grown up using an after shave and use more of the product when it comes in the form of a splash’.

The range will be sold through Boots, Superdrug and independent chemists.

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