Lynx recruits next generation of shoppers with 'G.O.A.T' status Africa variant

Lynx has unveiled new limited-edition packaging for its iconic Lynx Africa variant as it looks to recruit the next generation of fans and bring the iconic scent to Gen Z.

Based on the fact that Lynx Africa is the UK’s number one male fragrance, has sold over 400m units and is sprayed over 21.5m times every single week, Lynx has elevated it to G.O.A.T (Greatest of All Time) status. Communicated boldly on-pack to symbolise the brand’s long-standing position as the favourite fragrance amongst men, the inclusion of the G.O.A.T phrase aims to resonate with the Gen Z audience by aligning with their culture through the use of their own language.

“Lynx Africa is arguably the most iconic male fragrance on the market," said Monique Rossi, Marketing Director of Deodorant and Skin Cleansing, Unilever. "Through social listening we understand that it is much more than just the nation’s most used fragrance, it is a huge part of UK culture. And, as culture evolves, so does Lynx, which is why we’re on a mission to boldly celebrate its G.O.A.T status and recruit the next generation by getting closer than ever to their world.

Similar to the Lynx A.I. Body Spray launch last year, a QR code will be included on the back of packs. Shoppers will be able to scan the code to unlock exclusive G.O.A.T level Lynx prizes and experiences. This is designed to drive shopper hype and relevance and connect with Gen Z audiences through the digital world.

The refresh of Lynx Africa follows Unilever’s long-term strategy to drive value and further invigorate the deodorants category through encouraging trade up.

Lynx Africa GOAT is available now across all channels

150ml Body Spray - £4, 250ml Body Spray - £5