The nice juicy feature in April’s edition of Research Magazine! Entitled The Sweet Smell of Success is now online on their site. The piece is a case study about our work with Axe/Lynx on Twist, the fragrance that changes. Written by Face Managing Director Job Muscroft the article explains the inner workings of the Twist project and the importance of involving consumers in the marketing process.
Unilever’s Lynx (or Axe if you’re outside the UK) is a global deodorant brand. The challenge it faces in product development and communications is to innovate constantly to keep its young consumers interested and engaged. The Lynx brand and insight team are always looking at ways of staying closer to their young consumers, in order to stay relevant.
A key strategy is to launch new variants of the product. Lynx has come up with some great products recently including the hugely popular Dark Temptation, promoted by ads featuring a man made of chocolate. For the launch of the 2010 variant it was going to be important to build on this and reinforce Lynx’s ‘quality fragrance’ credentials once more. Face was commissioned to develop the new variant and its fragrance using co-creation, in an effort to generate engaging product concepts and communications based on strong, well-articulated consumer insights.
The brief
The brief was challenging in its simplicity for a deodorant brand: How can Lynx talk about freshness in a new and engaging way?
can you explain the chemistry behind the changing scents of Axe/Lynx twist?