Tag : Packaging

No I’m not talking about Tampax, skirts, or even lipstick – no, I am of course talking about Lynx and their current ‘ Unleash the Chaos’ campaign.

Lynx is predominantly known, worlwide for its laddish advertising in which scantily-clad women flock towards men in their hundreds or fall from the skies in mockingly angelic costume at the push of an aerosol can’s button. With such a strong macho and frankly chauvinistic brand aesthetic and advertising some could say is demeaning to women, belittling them as nothing more than sexual objects, it is surprising to learn that they are currently launching a scent for women!

At first it seems, with little change in aerosol graphics and an unusually dull advertising campaign it is unlikely to appeal to women. With a target market of 15-24 year olds, however, it is possible that young teens may be a major buyer due to the heightened sexuality and personal discovery experienced during this time. With Lynx often worn by young teenage girls as an attempt to affiliate with the opposite sex, it is probable that with a women’s scent this could become a more accepted ritual, which could span across into young adulthood.

Similarly, like Yorkie’s ongoing campaign in which it is claimed to be “Not For Girls”, women and young girls alike respond in a retaliating way, challenging the brand by purchasing the product anyway. Women’s Lynx could be the new way of actively shunning the macho approach of the brand showing that women are in acceptance of it.

However, by becoming a unisex, rather than solely male brand, could the campaign backfire and alienate the very men who treasure it as a product that is just for them? Or will we start to see semi naked men, ripping off their clothing and flocking to any woman who douses themselves in the irrisistible fragrance? (We’re hoping!)

By adding a feminine version, the overall masculinity and macho-nature of the brand may be lost, and along with it some of its loyal Lynx Lads. Time will tell…