Q: Tell us about the new Lynx Jungle Fresh?

In January, we brought a brand-new fragrance to our incredibly successful core range with Lynx Jungle Fresh. This irresistible fragrance comes in a range of formats including body spray, anti-perspirant, stick and shower gel – and it is available to convenience retailers nationwide. It has been developed with our audience in mind, and we have no doubt it will help retailers freshen up their personal care shelves. 

Q: What was the insights behind the innovation?

We know young males feel more confident when they smell good. Everything we do is based on our audience insight so we can continue to deliver products and fragrances that we know they’ll love. For example, Jungle Fresh was influenced by Gen-Z’s leading fragrance preferences, with this demographic enticed by ‘clean’ and ‘refreshing’ scents. On top of this, Jungle Fresh pulls on current trends for herbal and botanical influences[1], and has woody and earthy notes intertwining with bursts of lavender and citrus.

We’ve also made Lynx Jungle Fresh available across multiple formats, as we know this will help it appeal to a wider range of shoppers and drive trial in store. Demand for shower gels, for example, is in growth, with weekly shower gel usage up 3.5% year-on-year[2], with much of this growth driven by 11-16, and 25–34-year-olds – both key target age groups for Lynx. The shower gel format will therefore be an important SKU for retailers to bring in new shoppers.

Q: How will this product support retailer sales?

Innovation is key when it comes to recruiting shoppers into the deodorant and shower gel categories, especially in the impulse channel where customers may be more inclined to try something new.

As the number one male toiletries brand[3], Lynx is in a strong position to work with world-leading experts to develop on-trend fragrances that we know Gen Z will love – and as a result we play a critical role in driving personal care sales across sectors.  

Q: How has Lynx helped retailers grow sales in the past 12 months?

Lynx is a signpost brand for male grooming and is therefore a must-stock for retailers to ensure they are making the most of this category in store. We appreciate that space is limited for personal care products in many convenience stores, which is why innovation has such an important role in keeping people excited and encouraging trial.

Q: What trends and opportunities are emerging that retailers can take advantage of?

There are still a lot of misconceptions around young men, but the reality is that guys do care about how they look and smell. This is why Lynx has a proud and long history of serving consumers with an innovative portfolio that is always evolving to meet changing consumer behaviours and be at the forefront of innovation trends.

To build on this, in the past year, we’ve seen an increase in spend across all male toiletries categories, include deodorants and skin cleansing[4]. This presents a great opportunity for retailers to ensure they are stocking a varied range of personal care products, and Lynx should be at the forefront of this when it comes to appealing to younger male shoppers.

Q: What advice would you give retailers looking to grow sales?

Make the most of the sales boost that innovation can bring. We’ve shown this time and time again in the past with Lynx. For example, within the first year of our last core innovation, Epic Fresh, many new deodorant and shower gel shoppers were attracted to the portfolio. Not only did this drive category value, but also grew the wider male toiletries category for retailers as a whole[5].

Lynx Jungle Fresh

RRP*:

• Lynx Jungle Fresh Body-Spray 150/250ml Aerosol – £3.75 (150ml) / £5.00 (250ml)  
• Lynx Jungle Fresh Anti-perspirant 150/250ml Aerosol – £3.75 (150ml) / £5.00 (250ml)  
• Lynx Jungle Fresh Stick 50ml £2.25
• Lynx Jungle Fresh Shower Gel 225/500ml £1.25 (225ml) / £2.75 (500ml)

*Unilever only provides pricing recommendations and any price modellers purely for illustration purpose. Pricing is at sole discretion of the retailer.

[1] Givaudan Consumer Study, 2023

[2] Kantar World Panel – Usage Care – GB – Weekly Occasions – Total Gender – 12 ME June 22 vs June 23

[3] Kantar World Panel Online, Total Male Toiletries Spend Actual MAT 24/11/23

[4] Kantar World Pannel Online Spend £000 / Spend Per Buyer Total Male Toiletries 52W/E 24.12.23

[5] Kantar World Panel – 2022