The makers behind Axe Body spray is launching a line of fragrance for women.
The British brand has been around since 1985, and it’s ads showing beautiful women all over the men who wear Axe, are well known.
Over the years commercials showing nerds, unattractive, otherwise boring men, ending up with gorgeous model-type women. And all they had to do was use Axe body spray!!
While the ads drew criticism for their portrayal of women, you can’t argue the fact that they were successful! After almost thirty years of concentrating on men, the brand has decide to branch out into the female market.
The new fragrance, called ‘Lynx Attract’ in a “For Him” and “For Her” line will hit the shelves soon.
The launch will be accompanied by a typically racy advert – showing men and women causing chaos because they are so attracted to each other.
In previous ads, a campaign in 2004 showed how the scent gave a geeky man the confidence to dance and attract women.
This was followed by more provocative marketing – which suggested Lynx ‘turned nice girls naughty’.
Selina Sykes, Lynx Marketing Manager at Unilever UK, said: ‘This is a historic moment for Lynx as a brand.
‘For the first time in our 27 year history we are launching a male and female fragrance at the same time.’
Lynx claims ‘Attract For Him’ will drive the girls crazy with its sensual fruity and woody notes.
Meanwhile, the firm says: ‘Attract For Her perfectly complements the male scent and will drive the guys wild with its fruity, floral and woody fragrance.
‘A vibrant colourful mixture of succulent fruit creates an enticing fusion while floral notes leave a feminine accord.
‘Bottom notes of wood, musk and vanilla give the fragrance a sheer creaminess.’
The male version is described as ‘top notes of Pomegranate, apple and blueberry create a fresh scent while mid notes of violet, sage and lavender add a sharp crispness.’
My question is – would you try a Lynx body spray? Does your man use Axe? If so – what do you think about it?
Here are some promo pics from Lynx’s Facebook page.