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

James Aitchison

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands