Lynx goes dark and premium

Lynx LYNX is to spend £9m on a campaign, including TV and digital promotion, for its new Lynx Black fragrance.
Developed by fragrance expert Ann Gottlieb, brand owner Unilever says the new scent has notes of watermelon, bergamot and pear combined with fresh fruits and a blend of moss, cedar wood and patchouli.
To suit the name the packaging is black and carries the established Lynx logo.
Brand manager for Lynx at Unilever Mark Aschmann said: “We have identified that in 2015 consumers will be looking for more premium and refined fragrances.
“Lynx Black taps into this trend and will be available across the brand’s entire male grooming collection.
“We expect the new variant to be incredibly popular with our loyal customers as well as attracting new users.
“This superior offering will encourage consumers to trade up, creating additional sales opportunities for retailers.”