LYNX
Known as Axe in most countries where it is marketed outside of the UK and Ireland, Lynx's "find your magic" ad features a diverse array of men with their own set of quirks.
Rik Strubel, the global vice president of the Lynx and Axe brands, said it was the biggest repositioning of the Unilever brand in the last 20 years.
He said: "We have been catering to teenage guys and we are now talking to his older brother, who is in university."
Axe's brand relaunch comes after it surveyed 3,500 men in ten markets and found that only 5 per cent of men in the UK agreed when asked if they feel like an attractive man.
Strubel explained that Axe/Lynx's marketing activity was aimed at empowering men: "The pressure to conform has gone up. Guys have lost their confidence to express themselves.... The moment you show individuality then people get bullied and this is the big issue.
"Five per cent in the UK is the lowest of the bunch, in the US it was 15 per cent. The UK is in a difficult place. In the UK personal feelings are not being talked about, people are not being transparent about how they feel compared to other countries."
