London: After ruling the men’s market for 27 years, British deodorant giant Lynx, known as Axe across the rest of the world, will now be unveiling a fragrance for women for the first time.
The new fragrances dubbed Lynx Attract ‘For Him’ and ‘For Her’ are set to hit the market soon. The launch will be accompanied by a typically racy commercial - showing men and women causing chaos because they are so attracted to each other.
“This is a historic moment for Lynx as a brand,” a leading daily has quoted Selina Sykes, Lynx Marketing Manager at Unilever UK, as saying.
“For the first time in our 27 year history we are launching a male and female fragrance at the same time. Lynx has claimed that ‘Attract For Him’ will drive the girls crazy with its sensual fruity and woody notes. Attract For Her perfectly complements the male scent and will drive the guys wild with its fruity, floral and woody fragrance,” the firm said.
“A vibrant colourful mixture of succulent fruit creates an enticing fusion while floral notes leave a feminine accord. Bottom notes of wood, musk and vanilla give the fragrance a sheer creaminess,” the firm added.
The British brand achieved an almost cult status since 1985, by maintaining that the spray makes men more attractive to women. Racy adverts over the years have shown ill-fated males ending up with a string of beauties after covering themselves in the fragrance and its marketing has drawn criticism for its portrayal of women, with adverts featuring model Lucy Pinder banned in November 2011.