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.




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