To prove that smelling expensive doesn’t have to be expensive, Lynx Fine Fragrance has taken on the category at its own game, creating a luxury-fragrance campaign every bit as excessive, self-important and absurd as the real thing.
At its centre is the Lynx Dyson Daniels Fine Fragrance Holder: an extravagantly engineered object designed to make a can of Lynx look every bit as expensive as it smells.
Modelled from fingertip to chest on the chiselled form of NBA defensive star Dyson Daniels, the holder transforms an everyday can of Lynx into a ridiculously beautiful, unnecessarily large and gloriously absurd fragrance object.
Thinkerbell also worked with creator duo, The Macfarlane Bros, on the social-first project, where Daniels steps up to defend young men’s right to smell expensive without the luxury price tag.
Dave Rebetzke, Marketing Manager at Unilever, said: “Young men want to look and smell great without being priced out of high-end fine fragrances. Partnering with Dyson Daniels allows us to show up authentically in spaces Gen Z cares about, proving that luxury-quality fragrance doesn’t require a luxury price tag.”
Cat Williams, Head Tinker at Thinkerbell, said: “In the world of fine fragrance, elaborate bottles are usually reserved for luxury perfume houses. Moulding a custom holder off NBA defensive star Dyson Daniels was a fun way to bring some oddity and cultural clout to Lynx Fine Fragrance. It’s absurd, single-minded, and gives guys a way to smell like a million bucks for a fraction of the cost.”
Perry Varol, Brand Manager, Lynx at Unilever said “Smelling incredible shouldn’t feel like an exclusive club with a velvet rope. Dyson Daniels moves with swagger and style, making him the perfect partner to show young guys that premium, head-turning scents are fully within reach.”
The integrated work spans earned, social teasers, digital, in-store and a live meet-and-greet activation at Chemist Warehouse in Melbourne.
