Lynx expands core range with new ‘Sunset Fresh’ fragrance

The male toiletries brand Lynx is ensuring young men smell great and targeting further growth in 2025 with the addition of Sunset Fresh to its core portfolio.

Available across convenience and wholesale channels, the revitalising Sunset Fresh fragrance is available in multiple formats - body spray, anti-perspirant, stick and shower gel formats* – to appeal to a wide range of shoppers. The fragrance profile has been designed to resonate with Lynx’s core audience of 11-34 year olds.

Formulated using refreshing ingredients from nature, the fragrance aims to leave consumers smelling great and bursting with energy throughout the day. Tapping into the trend for "aquatic fragrances", Sunset Fresh is a refreshing, crisp and invigorating scent. With uplifting tropics notes of mango and sweet mandarin, it’s a natural cocktail for success.

“Innovation is vital when it comes to exciting shoppers and bringing new consumers into the personal care category," said Monique Rossi, General Manager, Deodorants, Unilever UKI. Lynx is a signpost brand for male grooming and Sunset Fresh has been developed with a clear target audience in mind, whilst helping retailers to freshen up their shelves.

“Fragrance is still the number one confidence driver amongst young males, who are looking for ways to stand out from the crowd and feel good about themselves. We’ve had considerable success with our two latest editions to the Lynx core portfolio, Epic Fresh and Jungle Fresh, which have contributed to the brand’s recent growth. We expect Sunset Fresh, with its vibrant fragrance profile to appeal to young guys by resonating with the latest personal care trends. We’ll be supporting the launch with substantial marketing investment across the summer months, so now is the ideal time for retailers to refresh their personal care shelves.”

Lynx Sunset Fresh will be backed by a £2m marketing campaign running from July to September. All Lynx products are PETA Approved Vegan, and all new Lynx innovation is packaged in infinitely recyclable cans.

Unilever is the number one deodorant manufacturer, with over 54 per cent of the market. Its three market-leading brands, Sure, Lynx and Dove, all lead in the three key need states which form 97 per cent of the market – Protection, Protection & Care and Fragrance. In the last year, the deodorants category continued to see significant growth, with Unilever contributing £42m of this.

*New Sunset Fresh

• Lynx Sunset Fresh Body-Spray 150/200/250ml Aerosol (£3.95 - £5.00)*
  
• Lynx Sunset Fresh Anti-perspirant 150/200/250ml Aerosol (3.95 - £5.00)*
• Lynx Sunset Fresh Roll on 50ml (£2.25)*
• Lynx Sunset Fresh Shower Gel 225/500/700ml (£1.25 - £3.50)*