Ensuring Lynx Fine Fragrance was unmissable amongst key retail and beauty decision makers.

Lynx Fine Fragrance Collection was one of the brand’s biggest launches to-date and our trade team generated the finest trade coverage for the occasion.

The Challenge:

launch of Lynx’s revolutionary Fine Fragrance Collection offered a premium, yet affordable fragrance to meet the evolving needs of young men. Our trade team was tasked with ensuring the launch was unmissable amongst retail and beauty media.

What we did:

We kicked off the campaign with an informative news announcement which was accompanied with a striking creative mailer designed to get the new range into the hands of influential media. Next, we amplified the launch with an impactful front cover takeover of the industry’s leading publication, The Grocer, which included a revolutionary scented insert, getting the fragrance under the nose of key decision makers.

To maintain momentum, we took over The Grocer’s Focus On: Male Grooming with bespoke commentary featured in the category analysis and an interview style advertorial featuring our client titled, ‘Meet the man reinventing men’s fragrance’ for maximum impact. Advertorials and social content also featured across key beauty titles.

The Result:

To date, we’ve generated 12 pieces of coverage across grocery and beauty media, including key spokesperson quotes and over 90% included imagery. The launch reached campaign has reached over 1.1m and we have lots more planned for the year.