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  • Taking a mature approach to marketing manliness
  • Taking a mature approach to marketing manliness
    Lynx (2016) ©
CASE STUDY

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?