Wednesday 20 March 2024, London: Lynx, the UK’s number one male grooming brand[2] today celebrated the launch of its Fine Fragrance Collection with a global campaign, propelling the brand’s triumph over Tom Ford in a blind scent test into the public domain.
According to a recent study, NEW Lynx Black Vanilla, one of the scents from the brand’s NEW Fine Fragrance Collection, has triumphed over Tom Ford Tobacco Vanille, with an impressive 74% of men favouring Lynx over the designer fragrance priced at a hefty £294[3]
With activations across the world, the UK led the charge to celebrate this impressive result. On Tuesday, a non-branded, scented billboard arrived on London’s Southbank, with a playful message asking passers-by if they thought the billboard smelt better than a £200 fragrance. NEW Lynx Black Vanilla was diffused across the 10ft billboard, using 400ml of fragrance oil, which is the equivalent of over 260 cans of Lynx, enticing Londoners to lean in and take a sniff while encouraging mass debate.
Today, the creative was transformed to showcase Lynx Fine Fragrance Black Vanilla as the mysterious consumer scent of choice. The billboard was unveiled by TV personality and music artist Wes Nelson, with support from 11 additional influencers, giving the reveal an estimated reach of 2.9M. The unveiling of Lynx as the brand behind the scent that had consumers guessing this week took place this afternoon in front of swarms of Gen Z Londoners, with the brand receiving widespread acclaim for its ability to rival established luxury offerings, all while maintaining the accessible price point of just £5[4], effectively positioning Lynx as a formidable contender in the world of luxury fragrance.
“At Lynx, we believe that luxury should be accessible to all, not just a select few. The launch of our Fine Fragrance Collection embodies this ethos and offers consumers premium experiences without the price tag. Our triumph over Tom Ford reinforces our belief that consumers should have access to luxury without compromise, and the reaction we have received to the collection has surpassed our expectations. . We couldn’t help but shout about our latest blind scent test result with the global ATL campaign.” – Monique Rossi, General Manager, Deodorants, Unilever UKI
The national OOH campaign went live today over 760 Digital sites and an estimated reach of 1.94M. Supported by a social media campaign designed to drive hype with UK influencer’s followers and fans, including Wes Nelson, the stunt shattered convention and catapulted Lynx’s fragrance supremacy into the public consciousness.
With a resounding message of inclusivity, the brand showcased its ability to deliver premium experiences without the price tag, resonating with the Gen Z audience in attendance.
Further afield in the US and Canada, an above-the-line campaign was launched to include TV, OOH and social, and in Australia the claim appeared on physical and digital OOH sites as well as on local influencer’s platforms.
Launched in January, the Fine Fragrance Collection from Lynx aims to redefine what it means to be a premium fragrance by creating an affordable, high-end range of scents that appeals to Gen Z males. The five-strong portfolio was formulated by world-renowned perfumers from two of the premier fragrance houses – Givaudan and Firmenich.
Available globally , the Fine Fragrance Collection is the culmination of extensive consumer research, revealing a glaring gap in the market for affordable luxury. In fact, 74% of guys don’t think there is an affordable solution to their fine fragrance needs[5]. Lynx set out to challenge existing solutions on the market, delivering a product that surpasses expectations and underscores the brand’s unwavering commitment to inclusivity.
Find the Lynx Fine Fragrance Collection online and instore at retailers across the UK.
