This week saw the surprise announcement that Lynx were launching their first fragrance targeted at the female audience. But why would women buy into a brand that has to date, so boldly targeted men – and phenomenally successfully so?
The creative geniuses at Lynx must be commended, for they’ve delivered some of the most impactful and memorable campaigns of recent years – you would be hard pushed to find a person who hadn’t heard of the ‘Lynx Effect’. No one can argue that they don’t understand the male consumer (their use of scantily clad models herding towards Lynx-wearing men proves this) but as a twenty-something female shopper who spends an average of fifty pounds a month on beauty products, I’m not convinced that the launch of a sister product is right. Lynx as a brand is known for pushing the boundaries, but this may be one too far.
Lynx is a ‘lads’ brand, its whiff reminds me of my 17 year old brother’s bolt hole. If I think back to my adolescent years, my friends and I were continuously seeking some sort of common ground with the opposite sex, so perhaps this product will do well with the girls. But then again, as a brand that is so recognisably owned as being ‘male’, couldn’t bringing out a female counterpart actually damage its reputation?
So on that note, I’ll be sticking to my trusted Dove roll-on, after all it’s beauty for ‘Real Women’.
