Lynx has launched a new digital campaign called ‘Men In Progress’ which features heavyweight boxing world champion Anthony Joshua.

The campaign aims to ‘challenge perceptions of the modern man and celebrate masculinity’ and will continue on until November, featuring nine short videos that explore what it means to be a man in the UK in 2016, exploring societal topics such as masculinity, body image and relationships.

To create the videos, Lynx met with 70 men across eight locations in the UK to hear their stories and views on different aspects of masculinity. Fellow key influencers that will feature in the videos include musician Tom Odell, rugby league player Keegan Hirst, former Celtic footballer Bobby Petta and transgender blogger Jamie Raines.

David Titman, marketing manager for Lynx, said: “‘Men In Progress’ was created to highlight what it means to be a guy living in the UK in 2016 and is designed to challenge labels that prevent men from expressing themselves.”

Lynx’s range includes Lynx Signature, Urban and Adrenaline fragrance ranges (RRP £5.99), anti-perspirant range (RRP £3.29) and grooming range (RRP £4.29).