Lynx G.O.A.T. Packaging Celebrates the Lynx Africa Scent
Michael Hemsworth — April 22, 2023 — Fashion
References: lynxexpression & talkingretail
The Lynx G.O.A.T. packaging is being launched in the UK as part of a campaign to capture the attention of Gen Z shoppers and introduce them to the recognizable scent of Lynx Africa. The packaging features the Greatest Of All Time (G.O.A.T.) phrase as a mens of resonating with a younger audience, but features the original Lynx Africa scent. Each bottle of the deodorant will feature a QR code for shoppers to scan to unlock a series of exclusive prizes and experiences, which are meant to help further increase relevance with today's Gen Z shopper.
Marketing Director of Deodorant and Skin Cleansing, Unilever Monique Rossi spoke on the Lynx G.O.A.T. packaging saying, "Lynx Africa is arguably the most iconic male fragrance on the market. Through social listening we understand that it is much more than just the nation’s most used fragrance, it is a huge part of UK culture. And, as culture evolves, so does Lynx, which is why we’re on a mission to boldly celebrate its G.O.A.T status and recruit the next generation by getting closer than ever to their world.”
Marketing Director of Deodorant and Skin Cleansing, Unilever Monique Rossi spoke on the Lynx G.O.A.T. packaging saying, "Lynx Africa is arguably the most iconic male fragrance on the market. Through social listening we understand that it is much more than just the nation’s most used fragrance, it is a huge part of UK culture. And, as culture evolves, so does Lynx, which is why we’re on a mission to boldly celebrate its G.O.A.T status and recruit the next generation by getting closer than ever to their world.”
Trend Themes
1. Gen Z-focused Products - Brands are pivoting to Gen Z consumers, creating new product lines and packaging to appeal to their interests. There is an opportunity for disruptive innovation in creating personalized products that speak directly to Gen Zers.
2. QR Code Marketing - The use of QR codes is growing as a way to connect with consumers and provide them with unique experiences. There is an opportunity for disruptive innovation in creating interactive campaigns that leverage QR codes and other technologies to engage customers.
3. Brand Nostalgia - Brands are tapping into nostalgia to connect with consumers and appeal to their sense of familiarity and comfort. There is an opportunity for disruptive innovation in reimagining classic brands and products for modern audiences.
Industry Implications
1. Personal Care - Personal care companies are targeting Gen Z consumers with new product lines and packaging that speak to their interests and values. There is an opportunity for disruptive innovation in creating sustainable, natural, and personalized personal care products.
2. Marketing - QR codes and other technologies are becoming an increasingly popular way to connect with consumers and create personalized experiences. There is an opportunity for disruptive innovation in developing new marketing strategies and technologies that leverage these tools to engage customers.
3. Consumer Goods - Brands are tapping into nostalgia to connect with consumers and create a sense of familiarity and comfort. There is an opportunity for disruptive innovation in reimagining classic brands and products for modern audiences, while maintaining their iconic status.
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