Lynx, the Unilever-owned male grooming brand, is launching a women’s body spray in the UK today (23 January), for the first time in the brand’s history.

Lynx: rolls out women’s fragrance

The body spray is part of the new Attract range, which is mainly aimed at men and is being backed by a £7.2m marketing push.

Attract For Her is being marketed as a limited edition while the men’s products, including a body spray, antiperspirant and a shower gel are permanent.

Selina Sykes, Lynx marketing manager at Unilever, told Marketing that the Lynx brand is established enough to have the permission to launch a women’s fragrance.

She said: “As a brand, Lynx has got to constantly find new ways to entertain guys with a new variant that tops the previous year’s.

“Lynx is about surprising and entertaining consumers to generate conversation around the brand.”

Lynx will not be marketing the women’s Attract fragrance directly to women. Sykes said Lynx already has a high “spontaneous awareness” of the brand within the female deodorant market, which means the brand “doesn’t need to market to girls”.

The women’s fragrance is being marketed as a limited edition product to encourage consumers to engage with the Attract variant, she said, emphasising “when it’s gone, it’s gone”.

More at: http://www.marketingmagazine.co.uk/news/rss/1113295/Girls-Lynx-effect/