Unilever plots foray into haircare for Lynx brand

Unilever is launching a range of haircare products under its flagship male grooming brand Lynx. The range for Lynx, which is marketed in other parts of the world as Axe, will launch initially in the US ahead of a possible roll-out in the UK.

A range of ten products will be introduced in the US. The haircare line, called Axe Hair, includes Just Clean shampoo; De-Glue shampoo and scrub, which uses rock crystals to remove gel and other styling product build-up; an anti-dandruff shampoo; a 2-in-1 shampoo and conditioner; and Just Soft conditioner.

The range, aimed at Lynx’s core market of 18- to 24-year-old men, also includes four styling products: Messy-Look Paste, Spiked-Up Look Putty, Clean-Cut Look Pomade and Shaggy Look Cream.

It is the brand’s first foray into haircare. Lynx has already extended into skincare products for the body in some parts of the world. In the UK, Unilever sells Lynx Snake Peel, an exfoliating body scrub.

Unilever says there are no immediate plans to launch the haircare products in the UK. If the products are successful, however, it is expected the range will be introduced in several international markets.

The brand’s most recent UK launches were a body spray variant containing traces of chocolate and whipped cream called Dark Temptation, introduced early this year; and Lynx3, a dual body spray that incorporates two fragrances and allows users to combine the two or use each individually. It was launched in mid-2008 (MW January 10). Unilever also added an anti-perspirant, Sharp Focus, to its Lynx Dry range.

The launches were all supported by major marketing campaigns created by Bartle Bogle Hegarty, which has worked with Lynx since 1995.


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