What is LYNX?
Lynx, also known as Axe in the United States, are primarily focused on providing men with affordable yet high quality fragrances and hygiene products. The brand is very modern, masculine and confident, which is evident in their products and most of all, their advertisements. Lynx has a very specific personality type, most accurately described as the “womaniser” archetype. Historically most of their advertisements, such as the 1999 “PRODUCT RECALL” ad for the Lynx Apollo body spray, are focused on light hearted and comedic methods to insinuate that using Lynx products is guaranteed to give men irresistible sex appeal which they deem “The Lynx effect”.
“Due to the alarming number of incidents of sexual harassment of men, we have declared to withdraw batch 4378-1381. Lynx apologises to any men who have had their bottoms pinched or have experienced women making overly suggestive comments. However if this kind of behaviour does not bother you, feel free to hold on to your can.”
“Sorry Harry, if it had anything to do with us.” Released in 2012, jokingly suggesting that Prince Harry’s controversial leaked photographs in Las Vegas were the result of the Lynx effect.
Lynx’s “The trophy” advertisement for the 2026 FIFA world cup campaign. Released on 12th March 2026 by LYNX. Video taken from: https://www.youtube.com/watch?v=pcw_1p0oeoo
Even in present day, sex remains their main advertisement strategy which is going to be risky to approach in a tasteful manner but is vital to include to make sure my product perfectly blends in with Lynx’s brand personality and integrity.
Physique
Lynx’s most prominent main colour is black, and it is very obvious when looking at their official website and their products. Black is a very versatile base colour and goes well with practically every colour, which allowed lynx more freedom in their designs and colour pallets. Black by itself is also a very sleek, luxurious and mysterious colour, hinting at the high quality product and sex focused, seductive brand personality.
Their accent colour is White, which is most compatible with the black foundation. Since black and white are both achromatic colours and have no hue, they stand out and solidify the brand identity when paired with any vibrant colour.
References
- Lynx Home. (n.d.). Axe US. Retrieved 25 October 2026, from https://www.lynxformen.com/uk/home.html