Elida Fabergé is pumping £7.5m into male grooming brand Lynx's new shaving and haircare range, as it aims to harness the brand's popularity among young men. The shaving range hits shelves on October 9 with support running from October to December. Haircare arrives on October 30 with ads kicking off in January 2001. The campaigns will include posters, TV and press advertising, and sampling. The shaving range includes a triple blade razor designed to fit any face shape, in a transparent case (rsp £4.99), replacement packs of four and eight blades, and three shave gels (rsp £2.99). Smooth gel is moisturising, Energy has a menthol and peppermint wake-up' formula and Clear is a non-foaming, semi-transparent gel. Male toiletries category trade manager Jo Teasdale said the range offered men "a bit of excitement in an otherwise functional category". The haircare products are designed specifically for men. They comprise three shampoos (rsp £2.49): Control to combat fluffy' hair; Energise for a menthol and peppermint kick; and Short Stuff 2in1 with conditioner for short hair. Control Freak, Invisible and Short Stuff Wax (rsp £2.99) make up the styling range. Teasdale said the move was an obvious one for the brand as it was "already in the bathroom". She added that the new ranges' primary targets were current Lynx body spray users and lapsed users. Cross promotions (including Christmas packs) are planned with the body sprays. {{P&P }}

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