Lynx: Stream
Razorfish NY
Summary
It's been more than a quarter century since Lynx first unleashed men's bodyspray and with it, the power of attraction into the hearts, minds, and armpits of guys.
But while the power of attraction has always been the driving force in Lynx's brand strategy, courtship behavior has shifted markedly in the past few years from a calculated "guys vs.girls" to a more fluid "guys and girls" dynamic. The transparency of social networking and the explosion of always-on smartphones among 18-24s have upended the dynamic of the "mating game" in which Lynx had found...