Lynx, theUK’s biggest male grooming brand, is introducing of new variant – Lynx Peace. Available from this month, the launch will be supported by a £9m multi-media marketing spend across TV, OOH, digital, print, sampling, radio and in-store.
The new Peace variant will be available across the full Lynx portfolio including: body spray, APA deodorant, shower gel, shampoo and two hair styling aids – styling gel and natural look cream.
Mark Aschmann, Lynx Brand Manager at UnileverUK, says: “Following on from the hugely successful launch of Lynx Apollo last year, Lynx Peace will be our main focus for 2014. As category leader within the male deodorant market, we understand the importance of keeping things fresh and continue to develop new ways to reach out to a wider target audience.
“With the launch of NEW Lynx Peace, we believe that we have created a sophisticated offering, which will appeal to both new and existing guys seeking a unique and edgy fragrance on the market. Retailers should look to capitalise on the growing strength of these annual launches and look to stock the whole range of NEW Lynx Peace, encouraging cross-selling at fixture and therefore driving additional sales.”
