Unilever to engage Apple audience for men’s grooming brand Lynx

By Andrew McDougall

- Last updated on GMT

Related tags: Marketing

Anglo-Dutch consumer giant Unilever has announced it will launch its new range of Lynx male grooming products on California computer company Apple’s iAd platform, in a bid to further engage with its audience.

The Lynx campaign, developed by BBH London, will launch the week before Christmas and will target iPhone and iPod Touch users with adverts appearing within users’ apps.


Consumers will just have to tap the Lynx banner to launch the iAd, without having to quit any current operations or applications.

iAd a new opportunity for marketing

“As a brand, Lynx is always looking at new opportunities to engage with our audience in an innovative and creative way. As the digital age is upon us, iAd is the best platform for us to launch this new variant Excite to reach our target market​,” said ​Selina Sykes, Lynx brand manager.

The brand’s new Excite range has been targeted as one of the top selling fragrances in the brand’s portfolio, and Sykes hopes it will drive incremental sales into the overall male grooming category.

The iAd campaign is part of a £8.32m (€9.81m) 360 degree marketing campaign which Lynx is carrying out across print, TV, digital, PR, gaming and Out-Of-Home advertising.

New fragrance built on previous success

The new Excite fragrance, developed from the successes of the Africa and Dark Temptation scents, includes a body spray, anti-antiperspirant deodorant, shower gel and eau de toilette.

Excite BodySpray
Lynx Excite body spray

Launched with the tagline that the fragrance is so tempting it will make female angels fall from the sky, the specifically designed advert will allow users to “spray” the fragrance to make the angels fall, play angel-themed games, watch the 90 second advert, and purchase and download the theme tune ‘Sexy Boys’ from iTunes, while staying in the ad.

"The film that runs in the Lynx iAd feels epic. A strong idea beautifully crafted, from the direction, the post to the music. A lot of love has been poured into this and gives Lynx a new sophisticated edge,"​ said Dominic Goldman, creative director at BBH.

iAd developing as key platform for big brands

The launch of Lynx on iAd, follows Unilever’s decision to launch men’s grooming brand Dove For Men on the same platform in the US, continuing the view that mobile platforms will become a key marketing opportunity for brands.

“Mobile is an important channel for us as we believe most of the world will eventually get online via mobile, mostly in developing and emerging markets and that apps will the main way consumers access the web in the future...” ​Babs Ragaiah, vice president Global Media at Unilever, told CosmeticsDesign-Europe.com last month.

Global cosmetics player L’Oreal has also utilised the platform using it to market products this Christmas in the UK, France and Germany.

Marc Menesguen, L’Oréal’s Head of strategic marketing, told CosmeticsDesign.com USA, the company are already committed to run four different campaigns throughout the year to come, and may extend its global reach as the iAd network expands to new countries also.

Related topics: Market Trends

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