The UK’s leading men’s toiletries brand[1], Lynx, is celebrating 25 years of its best-selling and most iconic fragrance, Lynx Africa, by launching a limited-edition range of the cult classic.  

With over 22 million units of Lynx Africa sold in the UK in the last year, this iconic fragrance has provided the backdrop for millions of men growing up, with its exotic mixture of warm African spices and aromas[2]. The nostalgic fragrance now has a new limited-edition packaging which will have generations of Lynx Africa lovers re-connecting with their teen spirit. Fans will have three products to choose from Lynx Africa Body Spray, Lynx Africa Body Wash and Lynx Africa Anti-Perspirant.

Available nationwide, the limited-edition packaging features key events, figures and cultural moments from the year of launch in 1995, as well as sporting Lynx Africa’s iconic colours of red, green and black. For the first time, the celebratory packs will also include a snap code which shoppers can scan to enter a virtual reality of the TV advert. The limited-edition range has been released as part of Lynx’s ‘Hot Since ’95 campaign’ with celebrations set to continue throughout 2020.

Jamie Brooks, Lynx Brand Lead commented: “With its legendary status in the UK, Lynx Africa has been one of the nation’s favourite fragrances for two and a half decades. From teenage bedrooms and gym locker rooms to Christmas stockings, it’s been Hot Since ’95. Our campaign and limited-edition pack are all about celebrating the role Lynx Africa has played in British culture.” 

Supporting the campaign will be a trio of Lynx ambassadors that includes two-time heavyweight champion Anthony Joshua, along with chart-topper AJ Tracey and YouTube sensation Calfreezy. The £6.5M ATL campaign will feature across TV, video on demand, OOH, social and in-store to help drive mass reach for the brand.

Lynx is sponsoring the NHS Cup, bringing together celebrities from the world of sport, music and more to compete on FIFA to raise money for the NHS. As gaming is a key passion point for the brand, along with the current climate of social distancing, the NHS Cup provides a great opportunity to provide entertainment while raising money for a great cause.

The full Lynx Africa range is available nationwide in all leading UK supermarkets and drug stores.

[1] Nielsen, Total Coverage, Value Sales data 52 week ending 28th December 2019

[2] Nielsen, Total Coverage, Value Sales data 52 week ending 28th December 2019

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