I think most guys in their 20s have all been filled with the confidence that Lynx Africa undeniably brought. The overpowering, sickly smell really was the mascot smell of the high school changing room. Unfortunately for Lynx, they struggled to progress beyond this niche. But is that all about to change?
In their new campaign, ‘Find Your Magic’, Lynx encourages us to embrace our individuality- moving away from the clichéd Lynx campaigns of old that told us that using Lynx automatically meant romantic success. The more mature branding, scents and packaging is a good step towards reaching out to the more mature man. But does the new range have the substance to back this up? I tried out a few products to find out.
I always was a fan of the Anti-Perspirant range from Lynx regardless of the smell as it was very effective and very competitive! Thankfully for all those around me the new Roll-Ons are just as good. In my opinion effectiveness outweighs scent every time when it comes to deodorant, so to have both is great. What more can you say about an anti-perspirant deodorant - it works!
One of the new products Lynx has unveiled is a ‘Daily Fragrance’ pump spray designed to act as an aftershave replacement. This is definitely a big push by Lynx to try and create a desirable product for the older, more developed man and with scents such as ‘Iced Musk and Ginger’ perhaps they are on the right track. Don’t get me wrong, this is not an aftershave, but it does smell good! I tried the ‘Oud Wood and Dark Vanilla’ variant and was quite impressed. I understand that it may not be to everyone’s taste and is quite deep for an everyday wearer, but it works for me!
However, the real winner from the new range is the Natural Look Styling Clay. I’d never used a Lynx hair product until I tried this one and was surprisingly impressed. I have quite thin hair (especially on top!) and this clay provides the volume and durability that allows me to have my hair the way I want it. As its clay, it really does provide a ‘natural look’, non-greasy finish which is what I like as my hairstyle is far from dramatic. The clay also means it is re-workable, which gives the ability to get your hair back in shape throughout the day. I’ve used this styling clay every day since I got it and I’m pleased to say it trumps a lot of the styling products I have tried recently! All in all, thoroughly impressed!
Initially I asked the question if these new products had the substance to back up the bold branding. Admittedly I was sceptical at first, but after trialling these products it is fair to say I have been proven wrong. All three products I tried worked well, smelt good and didn’t make me feel like a teenage boy again! It is obvious that Lynx have put a lot of effort into this new range. Whether or not they can break the Lynx stereotype is another question, but this is definitely a step in the right direction.