How Unilever co-created a new variant of Axe/Lynx with young consumers

This article discusses how Axe/Lynx, the personal care brand owned by Unilever, relied on consumers to create the identity of a new product variant to be launched in 2010.

How Unilever co-created a new variant of Axe/Lynx with young consumers

James AitchisonWARC Online

Sometime in 2010, a new fragrance of Axe/Lynx will be appearing on the shelves. This is not particularly remarkable. Continual innovation is a prerequisite for success in the youth market and the brand launches a fresh variant most years.  

What is remarkable is that the identity of this latest addition was for the most part created by a group of young people over a Unilever-funded long weekend in the Spanish coastal resort of Alicante. That's far removed, in more ways than one, from the...

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