Lynx to trial formats in overhaul of range

by Melanie Godsell, Marketing 27-Sep-06, 08:10

LONDON - Unilever is poised to relaunch its Lynx brand as it seeks to take a greater share of the male toiletries market.

Seymour Powell has been tasked with creating new formats for the range, which spans four core areas: deodorants, anti-perspirants, shower gels and aftershaves.

It is understood a variety of formats for each product will be trialled. The graphics will also be refreshed, though it is not known which agency will handle this.

The redesign follows a revamp of its Lynx Dry sub-brand last year through Hull agency The Core. Icons and typography were reworked for all formats in the range - roll-ons, aerosol sprays and deodorant sticks - and a silver-and-black colour palette was introduced.

The aim was to differentiate the Dry range from Lynx' aerosol body-spray products.

The Core was appointed following a four-way pitch with United Design, Lippa Pearce and Design Bridge. The agency did not re-pitch this year for the brief involving the entire 28 product-strong portfolio.

Lynx had sales of £110m-£115m in the 52 weeks ending 23 April, making it the 49th-biggest grocery brand in the UK, according to TNS Worldpanel data for Marketing's Biggest Brands survey.

Its sales grew 4% year-on-year, while rival Gillette plateaued at £170m-£175m.

Lynx' latest TV spot, which broke earlier this month, features a couple reminiscing about the early stages of their relationship, which had been almost ruined by the man's excessive sweat problem.

He is shown in several 'flashbacks' showering bystanders in sweat, until someone comes to the rescue with Lynx Dry anti-perspirant.

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