Unilever’s Lynx is launching a new variant for the 2019 year, with the roll out of its Ice Chill fragrance.
Available from this month, Lynx Ice Chill features an improved anti-bacteria formulation to help prevent body odour for 48 hours.
The new range is made with am iced / frozen mint & lemon fragrance and sold as a 150ml and 250ml body spray or anti-perspirant (rrp £3 and £4.50 respectively), 250ml and 400ml shower gel (rrp £2.84 and £3.39 respectively), and 200ml foam (rrp £3.49).
Lynx Ice Chill is designed to target the Gen Z and Millennial generations, who are keen to try out new fragrances [Lynx Consumer Testing, 2018].
Chris Barron, vice-president of personal care at brand owner Unilever UK & Ireland, said: “In today’s busy world, being ‘chill’ is seen as being the best version of yourself – there’s nothing cooler than someone who is completely chilled out, right?
”Because of this, we decided it was time to give guys the confidence to be just that. By using our freshest fragrance yet – Lynx Ice Chill – they will not only smell great, but also sweat less, thanks to its increased anti-bacteria formulation.”
Supported by a £5m marketing investment, the launch of Lynx Ice Chill will be promoted with ATL activity from April to September across TV, social and video-on-demand platforms.
Unilever is also investing in content production through partnerships with Snapchat and Spotify, including support from high profile influencers / celebrities.