The legendary Lynx effect
“My God, what is that smell?” – a disgusted Veronica Corningstone
“That's the smell of desire, my lady.” – Brian Fantana
Anchorman, 2004
Get ahead in the mating game
Here at Lynx, although we salute the sentiment of Sex Panther pioneer and Ron Burgundy sidekick Brian Fantana, we think we may have hit upon a more successful formula. In fact we’ve played the trusted wingman to UK guys for more than 21 years.
A steady stream of innovative products gives guys the tools to get ahead in the mating game. Lynx’s popularity is also down to its cutting edge, award-winning marketing campaigns starring the likes of Jennifer Aniston, Ben Affleck and Kelly Brook. From the Number 1 sound track to Pulse ‘make luv’, to 2007’s BomChickaWahWah, each ad campaign fast becomes a part of every British guy’s psyche.
How it all started
Originally launched in France in 1983 (where it is known as Axe), Lynx was introduced into the UK by Elida Gibbs Ltd in 1985. The first body spray to be launched as a stand-alone brand and not part of a wider range of products, it was initially available in a choice of three fragrances: “Amber”, “Musk” and “Spice” and was packaged in distinctive black with silver lettering, giving it strong associations with maleness and sexual potency.
With a brand mission to give consumers the edge in the mating game Lynx has continually evolved to develop fragrances that bring guys closer to their ultimate girl. Working closely with the Lynx Institute of Attractiveness, the ‘Nose’ and Lynx perfumiers have developed pulling-inspired fragrances including Lynx Vice which is packed with high levels of exotic fruits, designed to turn unsuspecting nice girls naughty.
In Summer 2005 Lynx Shower hit the festival scene with Manwash, a 40ft human car wash. The finest male scrubbing machine known to man was crammed with stunning Manwashettes who scrubbed down hundreds of guys leaving them pure and ready to start pulling again.
Summer 2007 saw the re-formulation of all fragrances. The new and improved range gave guys even more opportunities to pull. Kelly Brook and her team of Lynx Mynxes hit our screens in the Miami based Bom Chicka Wah Wah Rally, a nationwide search for the UK’s ultimate ‘Players’, teams of three mates who have had success with the ladies but want to take their skills to the next level and improve their game.
2008 sees the launch of Dark Temptation, which contains traces of chocolate and whipped cream designed to send women into a spiral of lickable, loveable and luscious desire. Also new for 2008 is Lynx3, the UK’s first mainstream dual body spray. The dynamic duo gives guys the chance to create a bespoke fragrance every time they spray. In addition to its deodorant range, Lynx offers anti-perspirant solutions with Sharp Focus being the latest variant to be introduced to the Lynx Dry collection.
