Lynx launches major rebrand aimed at slightly older, more sensitive men

Lynx, the male grooming brand, is trying to target the brand at a teenager's "older brother" as it launches a global ad.

Known as Axe in most countries where it is marketed outside of the UK and Ireland, Lynx's "find your magic" ad features a diverse array of men with their own set of quirks.

Rik Strubel, the global vice president of the Lynx and Axe brands, said it was the biggest repositioning of the Unilever brand in the last 20 years.

He said: "We have been catering to teenage guys and we are now talking to his older brother, who is in university."

Axe's brand relaunch comes after it surveyed 3,500 men in ten markets and found that only 5 per cent of men in the UK agreed when asked if they feel like an attractive man. 

Strubel explained that Axe/Lynx's marketing activity was aimed at empowering men: "The pressure to conform has gone up. Guys have lost their confidence to express themselves.... The moment you show individuality then people get bullied and this is the big issue. 

"Five per cent in the UK is the lowest of the bunch, in the US it was 15 per cent. The UK is in a difficult place. In the UK personal feelings are not being talked about, people are not being transparent about how they feel compared to other countries."

In the ad, created by 72andSunny Amersterdam, a narrator introduces the 60-second video with: "A six pack? Who needs a six pack when you've got the nose?", which refers to one particular man's big nose, and then describes each character's defining quality.

"Find your magic" was written and art directed by Laura Visco, Emiliano Trierveiler and Mario Guay at 72andSunny Amsterdam, and directed by Francis Rousselet through Division Paris. 

SUBSCRIBE TO CAMPAIGN

Get 12 weeks for just £12

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published