When rebrands go wrong

(And how to avoid the pitfalls)

Lynx unveils deodorant launch for women

Unilever is launching its first Lynx product for women in the UK as part of a global expansion of the previously men’s-only brand.


The launch of ‘Lynx Attract - For Him and For Her’ is being supported by a £7.2m marketing campaign using the strapline: “Nothing will ever be the same again” across TV, digital, cinema, outdoor and PR.

A teaser video, created by BBH, featuring a female cop and a male robber running towards each other instead of in chase, that claims to show the impact of giving the Lynx Effect to both sexes, launches online today (23 January).

Lynx is also selling 100 cans exclusively through its Facebook page.

The TV ad launches on 1 February showing the apparent chaos brought on by men and women both wearing Lynx fragrance being so “intensely attracted to each other”.

Kieran Danaher, Lynx brand manager, says: “This is a historic moment for Lynx as a brand. As a brand we’re aiming to push boundaries with creative marketing campaigns this year, and the launch of Lynx Attract is set to do just that and more.”

The previously men’s-only brand launched Anarchy - a female version in the US earlier this month, under the brand’s international name Axe.

Readers' comments (7)

  • I love the fact lynx is now branding for women I was always using my boyfriend's as it lasts a lot longer. Brought the product and love it.

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  • Surely a limited edition Lynx range for women should of been called Mynx.

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  • Has nobody noticed the pink bottle design? They've left that big black lid on the top which completely ruins the packaging. Not feminine in colour or shape at all.

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  • Absolute let down. Appalling

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  • I love this deodarant but it seem to have come of the shelves for some reason. I also agree should have been a pink top as well.

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  • cannot find anywhere to purchase ladies lynx please nearest stockist kirkaldy fife

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  • Sadly the new lynx deodorant for women has left myself & my daughter with a servere rash , was excited about the product but sadly rash lasted for a week obviously an allergy :-(

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