The challenge

Fresh fragrances are the top growth driver in the Male Deodorants category. To meet consumer demands, Unilever’s Lynx created its most irresistibly fresh, tropical fragrance yet: the Lynx Epic Fresh. Lynx needed an impactful display that would cut through in crowded store aisles – to drive both brand salience and positive ROI.

The approach

Together with a local partner, we developed a bespoke tower bin in the form of a larger-than-life model of the Lynx deodorant can, its #1 brand icon. The display was designed with maximum visual impact and ease of assembly in mind. The aim was to increase product awareness and sales, while improving efficiencies with reduced installation times:

• Eye-catching POS that disrupts foot traffic in stores and successfully calls out the product’s new features and fresh tropical scent
• No more than 10 minutes to set up by one merchandiser
• Modular and versatile shelf design allows for storage of all SKUs if required; display holds stock weight while maximising floor space
• Made with recycled materials and is 100% recyclable post-consumer use

The results

This disruptive, high-impact display successfully delivered:

• 9.8% uplift in total Lynx sales in Metcash stores over the period displays were on the shop floor
• 7% uplift in total Lynx sales vs YA (annual results vs same half-price week in the previous year) in Woolworths stores
• A bronze win in the Health & Beauty – Temporary Display category at the 2022 Shop! ANZ Retail Marketing Awards

Following the Epic Fresh activation in Woolworths stores, we had the opportunity to then develop a new POS item – scented aisle fins that dispersed the Epic Fresh fragrance in stores – for the retailer. Another major win!