Leading male toiletries brand Lynx has added a brand-new fragrance to its core range with Jungle Fresh.
On shelves across all channels nationwide, the irresistible fragrance will be available in body spray, anti-perspirant, stick and shower gel and has been developed to continue to recruit new consumers to the brand and category.
The Jungle Fresh fragrance pulls on current trends for herbal and botanical influences, with woody and earthy notes intertwining with bursts of lavender and citrus. The product has been developed to meet Gen-Z’s leading fragrance preferences, with the demographic preferring scents described as ‘clean’ and ‘refreshing’.
Lynx Jungle Fresh is available across multiple formats to appeal to a wider range of shoppers and drive trial. Demand for shower gels, for example, is in growth, with weekly shower gel usage up 3.5 per cent year-on-year, with much of this growth driven by 11-16, and 25–34-year-olds, both key target age groups for Lynx.
“Innovation is fundamental when it comes to recruiting shoppers into the deodorant and shower gel categories. As the number one male toiletries brand, Lynx is in a strong position to work with world-leading experts to develop on-trend fragrances that we know Gen Z will love – and as a result we play a critical role in driving category growth,” Monique Rossi, general manager, deodorants, Unilever UKI, said.
“Within the first year of Lynx’s last core innovation, Epic Fresh, many new deodorant and shower gel shoppers were attracted to the proposition, driving category value and as a result growing the male toiletries category. Jungle Fresh has been designed to build on this success and has a clear place in the current market by tapping into the demand for clean and refreshing scent profiles.”
Following on from the recently unveiled Lynx Fine Fragrance Collection, which offers premium affordability to the body spray space, the ambition for Jungle Fresh is to strategically focus on bringing new consumers to the category and cater for different need states and bathroom habits through its multiple formats.
Jungle Fresh’s launch will be supported by a £2M marketing campaign running from July to September.
All Lynx deodorant cans are indefinitely recyclable, and Lynx is now PETA approved. The accreditation means Lynx joins more than 20 Unilever brands on the animal protection organisation’s global Beauty Without Bunnies programme – a recognition that Lynx does not conduct or commission any animal tests on ingredients or finished products, and that the brand pledges not to do so in the future.
Lynx Jungle Fresh will be available in all Lynx deodorants formats & Shower Gel nationwide from February.
