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Lynx Launches Cologne Lineup In Australia

May 27, 2016: 12:00 AM EST
Unilever's Lynx brand of deodorant released a collection of colognes in Australia. Priced at $9.99, the cologne comes in three scents: cacao and amber, oud wood and dark vanilla, and iced musk and ginger. In promoting the cologne lineup, the brand departed from its “Lynx effect” approach to marketing. Instead of urging men to “spray more, get more,” the new tagline is “Find your magic.” American albino model Shaun Ross, the brand's new ambassador in Australia, stars as a self-assured and confident man in the latest TV commercial. Lynx's move to change its marketing tone was prompted by the PR drubbing it has received due to its old “get laid”-themed advertising. Although it has retained its market leadership in Australia's $201.3 million men's deodorant market, its share has dropped from 34.8 percent in 2010 to 14.7 percent in 2015.
Rebecca Sullivan, "Lynx deodorant is repositioning its brand with launch range of $9.99 fragrances", News, May 27, 2016, © News Limited
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