Lynx: Launching the 'Lynx effect' in China

Philip Man and Simonas Piepalius

Campaign details

Brand owner: Unilever China
Agencies: BBH China, Razorfish Shanghai and PHD China
Brand: Lynx Fragrance Body Spray & Shower Gel
Country: China
Channels used: Branded content, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Public relations, Social media, Television, Word of mouth and viral
Media budget: 5 - 10 million

Executive summary

Lynx is the top-selling male body spray in the world, sold in over 90 countries as a brand that helps guys to get the girls.

Launching in China presented an exciting and hugely challenging opportunity because it is a grooming landscape where smelling good is not a priority. In fact, most guys believed that using deodorant was 'sissy' behaviour. To get guys to buy into Lynx products, the brand needed to elevate the importance of smelling good and legitimise the usage of fragrance.