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A Smelly Smell That Smells… Smelly
Lynx (or Axe, in other countries) is a line of male grooming products. Their product lineup includes perfume, hair gel, aftershave, body wash, and of course, their ubiquitous deodorant. Flavours and scents include your usual: oud wood, chocolate, iced musk and ginger – with some sultrier-sounding ones like “dark vanilla”, “Africa”, and “dark temptation” thrown in for good measure.
Lynx marketed itself aggressively, especially when it came to their deodorant range. It always sounded like a spiel from a travelling circus in every ad: “Manliness in a can! Spray this on and every woman in the room will do whatever you want!” Cue explosions and babes, then fade to black. That’s how they rolled for the longest time.
Did It Work?
No. Lynx soon became associated with the “that guy”: the one who tries too hard to impress and ends up looking pretty dumb in the process.
It certainly didn’t help that the overtly masculine nature of Lynx marketing was seen as toxic and sexist. Market research wasn’t favourable either: many women outright disliked the strong scents, mainly because the commercials encouraged guys to spray as much of it as possible.
So What Are They Doing Now?
After a long, long stretch of time, Lynx executives finally thought “maybe our overtly manly man marketing isn’t really cutting it anymore” and decided to give the brand a much-needed overhaul. They started pushing the “Lynx Effect” as a more inclusive message that encourages men to find their own confidence.
It’s a pretty welcome (and long overdue) change. There’s nothing wrong with being a dudebro that loves to get lit at parties and hangs out in the jacuzzi all the time, but not all men are – or even want to be – like that.
And we like it that way! “Find Your Magic” may not sound as high-octane or thrilling as “the Axe Effect”. But it’s certainly more welcoming of the fact that all guys don’t need to step right out of an action film to impress the ladies. The genius thing that Lynx finally did was just to be realistic: “do your thing, and MAYBE our deodorant can help you, but it ain’t gonna do all the work.”
So what’s next for Lynx? Hopefully, progress. We like the direction that this brand is going, and we hope it continues that way from now on. Besides, not ALL ladies hate the smell anyway – in fact, a few of them like it so much as to try it themselves. If nothing else, that’s a reassuring sign!