Lynx Africa, one of the UK’s most beloved body sprays, has been 'saved' from discontinuation after a public outcry on social media.
The scent, which has been a bathroom staple since 1995, was initially announced as being discontinued by Lynx’s official Twitter account.
However, after a wave of backlash from fans, the brand quickly clarified that Lynx Africa is not going anywhere, it is simply getting a new can design.
The original announcement sparked panic among loyal customers, with Lynx posting: “Rest in Africa, you may have heard that our iconic Lynx Africa scent is getting discontinued.
“We know – it hurts (sorry if we’ve ruined your go-to fragrance) … who knows? Maybe one day, Lynx Africa will make a legendary comeback.”
The post quickly went viral, with fans mourning the apparent loss of the fragrance.
Some even admitted to stockpiling cans in case it disappeared for good.
However, in a follow-up tweet, Lynx reassured customers that the product was staying, just in new packaging.
“Christmas is saved and no, it wasn’t an April fools’ joke. (who would think it’s a good idea to make an April fools’ joke in March?) … Don't worry, your go-to Christmas gift is safe.
“To anyone who stockpiled Lynx Africa cans… yeah, they’re not increasing in value anytime soon. We’ve simply just decided to change the design of the can.”
Lynx revealed to Cosmetics Business that the initial announcement was a stunt to promote a product upgrade, and the social media strategy was a playful way of unveiling this.
Josh Plimmer, Marketing Manager at Lynx, said: "Lynx Africa is not only the nation's number one fragrance, it is also a reference point in British culture as a right of passage for young guys.
“As a brand that is social by design we are constantly listening to our audience and what is trending, and having a bit of fun, in this case ‘mocking Lynx Africa discontinued’ to launch the iconic variants' new design.”
“Coupled with a fresh new look, we are confident Lynx Africa will continue to keep young guys smelling good for years to come."
The goal was to create buzz around the new changes and refresh the iconic product.
Lynx Africa has a new look hitting stores now across all formats: body spray, shower gel, antiperspirant, roll-on and stick deodorants.
As part of the launch, all Lynx body spray fragrances have been reformulated to last even longer.
Additionally, Lynx has upgraded its much-loved antiperspirant range to include new “no white marks” technology.
The dramatic reversal has led to speculation over marketing stunts pulled by brands.
Retail expert Wizz Selvey suggests it follows a familiar intentional marketing strategy that many brands are starting to implement.
“We have seen social media stunts work wonders before, often around April Fools’ Day.
“Lynx’s strategy here is to use public reaction to reinforce just how much customers love the product.
“But brands should be careful, if they pull this trick too often, customers may feel duped rather than engaged.”
Selvey also pointed out how the situation highlights the power of consumer feedback.
“This move underscores how important customer sentiment is, especially for brands primarily sold through retail, where direct relationships with buyers are more distant.
“E-commerce brands naturally foster closer connections with their audience.”
The sudden U-turn left fans with mixed reactions. Some were relieved, while others felt they had been played.
“I need to know how many people went out and bought a stockpile of cans yesterday!” wrote one user.
“Used us all for likes, shame on you!” another commented.
“Nan’s Christmas present saved 90+5,” joked one fan.
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