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Lynx lines up campaign for new haircare range

Unilever is readying a major campaign to promote the UK arrival of a Lynx-branded haircare range, including shampoo and styling products.

The drive will break in April and continue Lynx’s strategy of targeting younger men.

Selina Sykes, Lynx marketing manager at Unilever, said the range will complement its body-spray products by ‘helping men to look good’.

Recent research conducted by SPA Future Thinking confirmed that male grooming is becoming the norm for fellas, with a surprising 40 per cent of men claiming to have used body lotion, hand cream, lip balm or moisturiser at some point. The results underline the grooming industry’s success in using more sophisticated and unapologetically masculine role models such as Hugh Laurie (a brand ambassador for L’Oreal) and marketing the use of grooming products as a “very masculine decision after all”. Full results here.

Unilever is extending the Lynx brand into haircare following last year’s acquisition of Alberto Culver, which owned the TRESemmé, Simple and VO5 brands.

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