Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Taking a mature approach to marketing manliness
  • Taking a mature approach to marketing manliness
    Lynx (2016) ©

Lynx: grooming’s laddiest brand grows up

Long associated with teenaged boys and sexually charged ads, Lynx is undergoing its biggest repositioning in 20 years. It’s aiming to reach a more mature and progressive market by championing modern ideas of masculinity, but will it be enough to overcome the brand’s historically laddish image?

Location North America / Northern Europe

Male grooming is booming, with the global industry set to be worth $26.6 billion by 2020. [1] And Unilever wants Lynx (known as Axe in the US) to become the biggest grooming brand for men. To achieve this, it’s moving away from its old macho image and towards a more inclusive celebration of individuality.





  • Article image Lads on lad culture

    Masculinity is in flux, and lad culture with it. But that doesn't mean the lad doesn't still hold a place in the hearts and minds of British blokes. Canvas8 sat down with men between the ages of 20 and 40 to find out what it means to be a modern man and where the lad fits in.

  • Article image Men’s Health Forum: making blokes more health-savvy

    Men’s health is in bad shape. Despite being more likely to smoke, drink and be overweight, men are less likely to visit a GP, with a third embarrassed to seek help for mental health issues. Can more accessible services from the Men's Health Forum encourage blokes to take better care of themselves?

  • Lynx is growing up with a global rebrand Lynx is growing up with a global rebrand

    Gone are the days when Lynx was the go-to body spray for teenage boys. Now, the brand has set it sights on teens' older brothers by encouraging men to 'find their magic'. Its global rebrand rejects stereotypes of masculinity and celebrates individuality, encouraging men to do the same.

  • Article image Where has the lad gone? And do we want to find him?

    With lads’ mags Nuts and Front publishing their final issues in April 2014, The Sun’s Page 3 under fire, and even the relatively more sophisticated idea of metrosexual man now an assumed norm, does the 'lad' still exist? If so, where can he be found? And is it worth trying?