Unilever has unveiled details of a major revamp for Lynx Africa, days after sparking uproar online by feigning a delisting of the fragrance.
On Friday, Lynx posted an Instagram image captioned “Rest in Africa” and showing a deodorant can with angel wings. The post read: “You may have heard that our iconic Lynx Africa scent is getting discontinued. We know – it hurts (sorry if we’ve ruined your go-to fragrance) but don’t worry, the rest of your faves are still here to keep you smelling fine.
“And who knows? Maybe one day, Lynx Africa will make a legendary comeback. We appreciate your understanding during this period of adjustment and apologise for any inconvenience caused.”
Outraged users were quick to respond. “But what’s Auntie Margaret going to get us for Chrimbo now?” asked one. “That’s Christmas presents ruined. Cheers,” remarked another. A third went as far as demanding Lynx “sack the person who made this call”, accusing the brand of having “destroyed” their son’s teenage years.
Later the same day, Lynx followed up with a post headed “Christmas is saved” and showing the revamped Africa body spray.
The caption read: “No it wasn’t an April Fools joke (who would think it’s a good idea to make an April Fools joke in March?) Sorry to all the panicked nans who nearly had a meltdown after yesterday’s announcement. Don’t worry your go-to Christmas gift is safe.
“To anyone who stockpiled Lynx Africa cans… yeah they’re not increasing in value any time soon. We’ve simply just decided to change the design of the can. I should have made that more clear in the previous post. Anyway, Lynx Africa is here to stay. Same fragrance you all got so nostalgic about, just in a new can.”
The new-look fragrance is rolling out now across all formats, including body spray, roll-on and shower gel. As part of the relaunch, all Lynx body spray fragrances have been reformulated to last longer, and the brand’s antiperspirant has added ‘no white marks’ technology.
“Lynx Africa is not only the nation’s number one fragrance, it is also a reference point in British culture as a rite of passage for young guys. As a brand that is social by design we are constantly listening to our audience and what is trending, and having a bit of fun,” said Lynx marketing manager Josh Plimmer.
“This is the best-ever Lynx Africa to hit the shelves, he added. “We’re confident Lynx Africa will continue to keep young guys smelling good for years to come.”
Lynx isn’t the only grocery brand of late to trick Brits with a delisting fake-out. Last week, Lipton ran an Instagram stunt very similar to Lynx’s, claiming it had “discontinued” its Peach variant before later announcing “Peach is here to stay”.
In October, Old Jamaica announced a makeover, a month after running a campaign inviting consumers to bid “farewell” to the ginger beer brand.
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