Lynx Fine Fragrance Launch
Disrupting the deodorant category with an affordable, premium fragrance – unmissable for Gen Z and scent connoisseurs alike.
increase in eComm sales
new-to-category customers
increase in Gen Z sales
Background & Objectives
Launching Lynx Fine Fragrance as the biggest NPD of the year, we aimed to transform Lynx into the coolest Gen Z brand at Woolworths. The goal was to grow Lynx’s presence, encourage trade-up from core and competitor brands, and secure Lynx Fine Fragrance’s position as the #1 choice for male body spray, targeting premium-minded customers.
Cartology Solution
A best-in-class, through-the-line campaign anchored by omnichannel innovation and a Cartology first Town Hall takeover, designed to increase trial, trade-up, and purchase frequency by showcasing Lynx Fine Fragrance as a premium yet accessible choice in the deodorant aisle.
Town Hall Store Takeover
Created unmissable presence in Lynx’s top location with full-store branding, 3D assets, and experiential elements, from ‘lift and smell’ displays to exclusive DJ Fisher designs.
Omnichannel Activation
Reached customers across their journey with targeted online and in-aisle assets, scent-activated fins, and digital displays, making Lynx Fine Fragrance visible and memorable across the omnichannel customer journey.
In-Store
Custom POS assets, including waterfall bins and illuminated aisle frames, paired with Cartology’s category screen network connected ATL with the in-store experience, driving engagement and conversion with unique touchpoints.
Campaign Results
The Lynx Fine Fragrance campaign won Best use of Customer Insights at Cartology’s 2024 Campaign of the Year Awards for its strategic use of customer insight. The launch of Lynx Fine Fragrances drove impressive results, achieving a +57% increase in average weekly new-to-brand customers and a +64% increase in new-to-category customers. Gen Z sales rose by +39% year-over-year, and Lynx customer spend grew by +4%. The campaign also boosted Lynx Fine Fragrance to 45% of total Lynx sales and positioned it as the top new launch in deodorants and body sprays, with three SKUs taking the top spots.
