Lynx for women... this seems like a massive contradiction, Lynx is to get women, not for women. Axe (the brand’s international name) has spent so much time and money coming up with an iconic, brilliant brand and now they are literally pulling at the foundations.
The brilliance of Lynx is that it is outrageously sexist, but in a good way, a way which makes women smile and not want to burn their bras in protest. It was also about time that there was a men’s deodorant advert on our TVs; I don’t know about you, but I was fed up of watching men kissing women’s armpits (incidentally, who does this?!).
Lynx as a brand is fun and appealing with the basic premise that if you wear it you will sleep with as many women as you want. No wonder my lasting memory of 16 year old boys is the sickly sweet smell of Lynx- what teenage boy wouldn’t wear it?
A list of award winning adverts and a string of success stories later and this brand that has won over so many boys and men has decided to widen its appeal to the very people that the scent is meant to attract. Some women are excited about the new scent as they have spent the past few years ‘borrowing’ their other halves’ Lynx, but isn’t that the fun of it?
The brand is naughty - when women are handed the brand on a silver platter all of the fun and mystery is lost. Unilever has come up with the tagline “nothing will ever be the same again”, funny I grant you and clever, but why change what was already a great brand? It will never be the same again and I think that that is a real shame.
