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Sponsored video: Lynx encourages men to find their magic


NEWS
Filed by Lucire staff/April 14, 2016/3.30


A Lucire special promotion






Lynx (and Axe, depending on where you’re reading this) had used ‘The Lynx effect’ tagline for years, a marketing strategy that was right for an earlier lad culture. But as Lynx launches a more sophisticated range of grooming products for men, and as the ideas of masculinity shift in society, it’s time to rethink the brand.
   Enter ‘Find your magic,’ Unilever’s new, 2010s take on Lynx. And it’s finally very refreshing—as refreshing as you expect the products themselves to be.
   Research showed that women find men more appealing when they are being themselves, and the new campaign encourages all men to build on the assets they have, rather than conform to some stereotype. Ad agency 72andSunny Amsterdam came up with the new film that you see below, and it has been going global over the last few months.
   With only 15 per cent of men thinking themselves as attractive, the spot’s first scene strikes a chord. It refutes the chiselled, six-pack hunk—an image that has strangely become the norm for one era, but in the 2010s, you’d be questioning: would you really want to look like your day has been spent as Conan the Barbarian? Instead, the spot looks at other attributes that men might have, such as dress sense, intellect, courage, and etiquette.
   As the number-one men’s fragrance brand in the world, the company can’t afford to be negative, and it wants to hold on to that position. As well as giving Lynx a fresh, new positioning for 2016, there are three lines débuting as part of the Lynx Advanced Collection, a premium grooming range.
   Adrenaline energizes your senses, Urban gives you the edge to take on your day in the city, and Signature is a sophisticated line that helps you look and feel sharp.
   Lynx has also released other grooming tips on YouTube, supporting the new lines, and it looks set to retain its position as the top choice for men globally.


Post sponsored by Lynx

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