Written on: February 28, 2024 by SprayTM
Unilever‘s Lynx brand—as AXE is called in the UK—has introduced a new Fine Fragrance Collection. Aimed at Gen Z males, the lineup “redefines what it means to be a premium fragrance” by creating an affordable, high-end range of five scents.
Lynx created the collection in partnership with some of the world’s leading perfumers to make premium fragrances more accessible while creating new growth opportunities for the category.
According to research conducted by Unilever, fragrance is the number one confidence driver amongst young males, and with 74% of them saying they feel there isn’t an affordable option that meets their fine fragrance needs, Lynx Fine Fragrance Collection can fill a void in the category.
The range of fragrances consists of Black Vanilla, Blue Lavendar, Aqua Bergamot, Emerald Sage and Copper Santal. Each scent plays a different role for shoppers and are formulated to smell as fresh as a premium cologne. Since launching in the U.S. last year under Unilever’s AXE label, the fragrances have already won awards from Men’s Health and Esquire.
Monique Rossi, GM, Deodorants, Unilever UKI, explains that the Fine Fragrance Collection is a hybrid between a fine fragrance and a deodorant.
“It’s been formulated by world-renowned perfumers from two of the premier fragrance houses—Givaudan and Firmenich—as well as the best ‘nose’ in the business, Ann Gottlieb,” she said.
“Now, guys can smell as good as they would with a fine fragrance but at a much more accessible price point.”
