Unilever’s male deodorant and shower brand Lynx has teamed up with Custom Accessories Europe Ltd (CAE) to launch a premium range of car air fresheners.
Rolling out to c-stores this month, the new line-up includes a 3D hanging disc (rrp £2.99), square vent (rrp £3.99), gel can (rrp £3.99), mini vent (rrp £3.49) and a sustainable refillable vent (rrp £7.99 / rrp £1.99 for refills).
Each one carries the Lynx logo for added stand-out and comes in some of the brand’s most popular scents, including: Africa; Dark Temptation; Ice Chilll; Black; and Gold.
The launch of the car air fresheners will be supported by activity across online, PR and social media platforms to help retailers maximise sales.
Julie McCleave, global licensing director at Unilever UK & Ireland, commented: “Lynx is an iconic brand with fragrances loved by millions, so by partnering with CAE, who are experts in the car accessories category, we are delighted to bring consumers the fragrances they love in a new and exciting format.
“For the first time, our consumers can bring the Lynx fragrances into their cars with the ultimate car accessory – a long-lasting air freshener with a modern and high-end design. With CAE and Lynx in the driver’s seat, consumers can keep the interiors of their cars looking good and smelling fresh.”
Simon King, director of CAE, added: “We are delighted to partner with Unilever to extend the Lynx brand into the Car Freshener category. There is a very significant number of vehicle owners who currently don’t shop the category and we believe this is down to a lack of high-quality fragrances and product design.
“The new Lynx program will address both of these issues with familiar premium fragrances and cutting-edge product design. The program will also address all consumer needs in terms of formats, with Hanging, Vent and Discrete options available in five of the most popular fragrances. The new Lynx program will set new standards in terms of what consumer can expect from this category which will substantially grow the market for our retail partners.”