The UK’s leading men’s toiletries brand, Lynx, has undergone a complete brand transformation to drive relevancy among the Gen-Z audience.

The overhaul features a new look and feel across the whole brand, as well as innovative scent technology and NPD.

Supported by a star-studded £12M above-the-line campaign, Lynx will continue to champion ‘the everyday guy’, helping them to smell and feel their best as they navigate the world of attraction. This comes with a refreshed, respectful approach that doesn’t rely on gender stereotypes, which will be mirrored across the entire brand.

The new Lynx packaging sports an on-trend design created in collaboration with renowned street artist and illustrator, Ben Tallon, previously known for his prolific work with fashion brands such as Nike, Dr. Martens and Adidas.

To support the new unified look and feel across all formats, Lynx also promises to deliver enhanced freshness and superior fragrance with the addition of new technologies and ingredients across its male grooming portfolio. These include 48-hour High Definition body scents through pro-scent technologies; 12-hour refreshing scent body washes using plant-based prebiotics; 72-hour Anti-Sweat formulas across the series of brand-new products; and strengthened and new claims clearly stated on pack for shoppers to see.

Lynx has also launched a trio of sports products to help retailers tap into this growing sector. The range includes a deodorant body spray, antiperspirant and three-in-one body, face and hair wash – including moisturising technology and 100% plant-based prebiotics.

To support the relaunch, Lynx is launching a media campaign across TV, video on demand, OOH and on social to help drive mass reach for the brand, encouraging shoppers to ‘smell iconic, with the new Lynx effect’.

The campaign will see the return of some familiar Lynx faces, including two-time heavyweight champion Anthony Joshua, along with chart-topper Aitch, YouTube sensation Calfreezy and rap battle star Chunkz.

Josh Plimmer, Lynx Senior Brand Manager, says: “Lynx continues to have a legendary status because we understand the importance of staying relevant to our audience whilst helping guys smell and feel their best. This ambitious brand refresh, led by our new TV ad, champions all the different ways guys navigate the evolving world of attraction – this 360-degree brand communication campaign does just that, with fresh content, packaging, graphics and reformulated versions of its products. We believe attraction is about connection, equality and empowerment and how Lynx can open you up to a world of possibilities when you’re feeling most confident and the best possible version of yourself.”