Revolutionizing Premium: Lynx's Gen Z Strategy to Redefine the Game
Discover how the Unilever-owned brand is shaking up the industry with a bold fragrance launch, aiming to ignite FOMO and break free from traditional brand stereotypes.
Source: Lynx on X
Lynx wants to make luxury fragrances more accessible and change old-fashioned brand ideas by focusing on their Gen Z audience.
In their studies, the brand discovered that 74% of men in the UK believe there isn't an affordable option for their luxury fragrance desires. Additionally, research on Gen Z customers revealed that 80% of young men use fragrances daily and are willing to spend £60 or more on these products.
Lynx, known for its affordable products, decided to launch a fragrance range to meet the needs of their customers. According to Unilever's general manager of deodorants for the UK and Ireland, Monique Rossi, they saw a clear opportunity in the market for a high-quality fragrance that is both affordable and inclusive.
We know some people may hold outdated perceptions and success for us with this new collection would be to see these fragrances become the go-to for Gen Z.
Monique Rossi, Lynx
Introducing the new Lynx Black Vanilla, which is now a part of a brand new fine fragrance collection that was officially launched today (20 March). Unilever conducted blind tests and found that 74% of men preferred the £5 Lynx Black Vanilla fragrance over the £294 Tom Ford Tobacco Vanille.
Rossi elaborates that the new fragrance line is designed to meet different needs compared to the core product line of body sprays, antiperspirants, and shower gels.
"We have adapted our marketing strategy to better connect with the young Gen Z male demographic. Our goal is to empower all men with our new range of products."
The strategy has evolved to find fresh ways to connect with Gen Z consumers.
Rossi explains, "We continue to use advertisements, but now we make sure they genuinely resonate with our Gen Z audience. This includes carefully selecting our cast, using trending music, and incorporating eye-catching visuals inspired by memes and GIFs."
Partnering with talent who resonate with our audience is key for us. We focus on platforms like TikTok, Twitch, and YouTube because we understand that's where our audience is spending their time.
Unilever is aiming to change how people view the Lynx brand with their new range. They also hope to sell more products, especially since many young men worry about not being able to smell good.
Rossi says, “We want to make our products so appealing that consumers feel like they might miss out if they don't try them. Our goal is to offer a product that can compete with some of the top brands in the world.”
We understand that some people may have old-fashioned ideas, and our goal is for these new fragrances to be popular among Gen Z.
The launch of Lynx Black Vanilla included an unbranded scented billboard on London's Southbank for people to engage with. The launch is supported by a £15m campaign, starting with a national outdoor promotion today, and followed by TV, BVOD, and cinema ads in April.
"We will focus on reaching Gen Z authentically by engaging with them on platforms like Twitch, YouTube, TikTok, Meta, and Snapchat, where they are most active," Rossi explains.
In addition, we will be implementing experiential sampling at important Gen Z cultural events, like festivals, and utilizing strategic PR efforts to further connect with this demographic.
From a value perspective, Lynx currently has a BrandIndex score of 5.6 and a quality score of 9.4. In terms of consideration, the brand has a BrandIndex score of 15.7 and a purchase intent score of 4.3. Overall, Lynx's BrandIndex score is 8.9.
In comparison, Bulldog, a competitor in the male skincare industry, has a value score of 6 and a quality score of 7.8. The overall index value for Bulldog is 7.
Lynx recently entered the fragrance market following Unilever's announcement to spin off its ice cream business, which includes popular brands like Ben & Jerry's and Magnum. This decision is part of a cost-saving plan that will take place over three years.
After the separation, Unilever will focus on four main business divisions: beauty and wellbeing, personal care, home care, and nutrition. This strategic move is aligned with the Group Action Plan (GAP) unveiled in October, with the goal of achieving stronger and more consistent growth in revenue.
Editor's P/S:
The article highlights Lynx's strategic shift to cater to the Gen Z audience by introducing a luxury fragrance range at an affordable price point. Research revealed a significant demand among young men for high-quality fragrances, despite the perception of limited affordable options. Lynx aims to bridge this gap and challenge traditional brand perceptions by focusing on inclusivity and affordability.
Unilever's decision to spin off its ice cream business and focus on four core business divisions aligns with the company's cost-saving plan and growth strategy. The launch of Lynx Black Vanilla is supported by a multi-channel campaign, including outdoor advertising, TV commercials, and social media engagement on platforms popular with Gen Z. Through these initiatives, Lynx aims to establish its fragrances as a go-to choice for young men and reshape the brand's image as a provider of both affordable and desirable products. more influential consumer force, brands are recognizing the need to adapt their offerings and marketing strategies to meet their evolving preferences and values.
