Launched in January 2024, the ground-breaking range of five scents has been formulated by world-renowned perfumers from two of the premier fragrance houses - Givaudan and Firmenich – and makes premium fragrances more accessible whilst creating new growth opportunities for the category.
Fragrance is the number one confidence driver amongst young males and with 74% of them saying they feel there isn’t an affordable option that meets their fine fragrance needs, Lynx Fine Fragrance Collection can fill a void in the category.
The premium range of fragrances taps into the latest Gen Z fragrance trends and consists of Black Vanilla, Blue Lavendar, Aqua Bergamot, Emerald Sage, and Copper Santal. Each scent plays a different role for shoppers and are formulated to smell as fresh as a premium cologne.
Monique Rossi, General Manager, Deodorants, Unilever UKI, says: “Year-on-year, Lynx maintains its status as the UK’s number one male toiletries brand, and our products help users feel fresh and confident throughout the day. With the new Fine Fragrance Collection, we’re redefining what it means to be premium. Fragrance is the number one driver of confidence, and we don’t think you should be paying £100 plus to smell great on a daily basis.”
The launch is supported by a revolutionary ‘Lift and Smell’ activation in grocery and beauty retailers that is designed to get shoppers interacting and engaging with the premium range at fixture in a way that has never been done before in the UK.
