So what happens Lynx (or Axe as some people know it) decide to launch a fragrance designed for both men and women? Chaos it seems, as seen in their latest campaign 'Unleash the Chaos'.
Why this sudden foray into unisex fragrances? Was the male market not sustainable? Or is it plain market expansion?
Either way they realized that attractions work two ways and should be capitalized on. But what does this mean for a brand who built its platform solely around men with their USP being attractiveness to women? Needless to say Lynx (or Axe) will have to aggressively push their brand to balance this gender in-equality.
Does this herald a move in brand position? How successful this strategy is needs to be seen as they enter an already highly competitive and segregated women's fragrance market where the concept of a product attracting the opposite gender is not a new one.
