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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?

Location North America / Northern Europe

Scope
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.

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Canvas8

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