Known for its popularity with teenage boys dousing themselves with it, I find myself surprised to be writing how ‘on trend’ the Lynx (Axe) deodorant brand seems to be. However, a couple of their recent innovations provide a perfect example of using consumer trends in NPD.
Last year they launched the Lynx Bullet – the tagline for which was ‘Pocket Pulling Power’ but which was essentially just a pocket sized deodorant, sold in twin packs. There’s nothing hugely new or different about a travel sized deodorant, but marketing it as something to be routinely carried was new. This innovation is just right for today’s metrosexual man, more interested in personal care, and more likely to carry a ‘man bag’. However, the tongue in cheek Pocket Pulling Power tagline might equally appeal to more laddish types, and being pocket sized it doesn’t require the man bag, for those less ‘reconstructed’.
This has been followed up with their latest launch, the Lynx Twist. This variant is a can of deodorant that contains more than one scent, and by twisting the top, consumers can change the scent delivered. The massive convergence of technology in recent years has got consumers used to carrying more things with them, but also led them to expect products to have more than one function or benefit, so the combination of various scents into one can is the logical translation of this into the deodorant world.
This also speaks to issues of personal identity, reinvention and customization, and recognises the different roles in today’s multi-faceted lives.
A New Twist on NPD Using consumer trends to develop fresh ideas
Known for its popularity with teenage boys dousing themselves with it, I find myself surprised to be writing how ‘on trend’ the Lynx (Axe) deodorant brand seems to be. However, a couple of their recent innovations provide a perfect example of using consumer trends in NPD.
Last year they launched the Lynx Bullet – the tagline for which was ‘Pocket Pulling Power’ but which was essentially just a pocket sized deodorant, sold in twin packs. There’s nothing hugely new or different about a travel sized deodorant, but marketing it as something to be routinely carried was new. This innovation is just right for today’s metrosexual man, more interested in personal care, and more likely to carry a ‘man bag’. However, the tongue in cheek Pocket Pulling Power tagline might equally appeal to more laddish types, and being pocket sized it doesn’t require the man bag, for those less ‘reconstructed’.
This has been followed up with their latest launch, the Lynx Twist. This variant is a can of deodorant that contains more than one scent, and by twisting the top, consumers can change the scent delivered. The massive convergence of technology in recent years has got consumers used to carrying more things with them, but also led them to expect products to have more than one function or benefit, so the combination of various scents into one can is the logical translation of this into the deodorant world.
This also speaks to issues of personal identity, reinvention and customization, and recognises the different roles in today’s multi-faceted lives.
Location Wars:The secrets of country brand marketing www.themarketer.co.uk Forget postcard clichés, country brand marketing has become big business as nations battle it out for top billing on the world stage to attract business and tourism. Muireann Bolger looks at what makes a strong country brand and the winners and losers of 2011
’Tis the season to be frugal www.economist.com THANKSGIVING DAY, which this year falls on Thursday November 24th, is fast approaching and retailers in America are getting ready to lay out their wares in the hope that the annual stampede by shoppers wi
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Attention Marketers: AMA TV brings you another great episode of marketing news and insights. Hear about big brands, networking and customer loyalty! This week hear how Gap is going back to basics and expanding their international presence, just in time for the holidays-networking, GfK Custom Research's 3 keys to help ensure a successful customer loyalty program and more!
AMA TV: Gap Goes Back to Basics videos.marketingpower.com Attention Marketers: AMA TV brings you another great episode of marketing news and insights. Hear about big brands, networking and customer loyalty! This week hear how Gap is going back
Younger Automobile Buyers Not as Brand Loyal as Older Counterparts www.marketwire.com NEW YORK, NY--(Marketwire - Oct 26, 2011) - During the past decade, automobile manufacturers have experienced a steady decline in customer loyalty for specific brands. This change signals the need for a new approach to marketing automobiles in the future according to a new survey conducted by GfK Au...
Holiday 2011 Trend: More Gifts Under the Tree ... For Me - DailyFinance www.dailyfinance.com Recession-scarred shoppers are tired of cutting back, and they're ready to give in to their pent up spending impulses, experts say. So after a few years of austerity, this holiday season, many people are going to be splurging a bit more on presents for themselves.
