Design Research: Packaging The Future

Pre-task on Lynx deodorant

Tom Muldowney 59212790 MMK

Q1a) Take a look at the Lynx deodorant/antiperspirant packaging, and assess its performance against the given criteria (10 marks)

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i. On-shelf performance- LYNX is the number one selling male deodorant spray in Ireland and has worldwide sales of

over $1 billion dollars (www.theaxeeffect.com)- Their cans are packaged with a very unique ‘spray-motion’ where the can twists to allow the

male to spray as he desires – excellent for the male who has his LYNX can in his sports bag as the twist motion stops the can from spraying unnecessarily

- The product packaging is unique in the sense that all their products are primarily black in packaging – this colour stands out more and helps customers easily identify them in the shops

- These factors help the product standout on the shelf alongside their main competitors

ii. Image communication- The image of LYNX among males is that it is a spray that attracts the ladies with their

distinctive scents- LYNX is priced close to premium level when compared to the other deodorants such as the

Adidas and Nivea range of sprays – portrays the image of a successful and in-demand brand to its customers

- The packaging is also in a black spray can with very distinct colours for each fragrance – helps portray the image of a strong brand to the customers and portrays a ‘sexy’ and ‘cool’ image to its customers – also helps the product standout from their rivals

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iii. Product communication- LYNX offer males the chance to ‘stand out’ from the crowd in the ‘mating-game’ by using

modern and attractive packaging for their products and unique scents – “the LYNX effect”- Their adverts help show these key features of the products

iv. Appeal- Their slick packaging of sharp and distinctive colours mixed with a canister of perfect size for

the male’s hand help communicate the message that for a male looking for a deodorant that is both ‘manly’ and appealing to the females then LYNX is the only choice

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v. Fit with brand- I think the packaging fits perfectly with my impression of the brand and what LYNX stands for- The brand wish to portray an image of ‘cool’, ‘manly’, ‘trendy’ and ‘success’ – by implementing

features such as a slick black canister with a unique twist-spray method, vibrant and modern colours on their packaging and the funny, catchy adverts about how the brand will help you with the opposite sex, I feel the packaging fits perfectly with the brand’s ethos

“My God, what is that smell?” – Veronica Corningstone

“That's the smell of desire, my lady.” – Brian Fantana

Anchorman - 2004vi. Any other comment- I think by packaging all their products in the same format (distinct black colour with vibrant

colour designated to each fragrance) LYNX are maximizing their chances of recognition on the shelf within a congested male toiletries segment

- Male customers will be automatically drawn to these colours while shopping for toiletries as this form of shopping may be considered to be feminine – appearance of the ‘metro sexual’ male in the 2000s

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Q1b) Now consider the other elements of the marketing mix - what dimensions do they bring to the brand? What role does the packaging play within the marketing mix? (15 marks)

Press

TV

Web

Pack

www.lynxeffect.com

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TV

Web

- LYNX use this medium very well to promote their products

- They show females ‘chasing’ men after they have used the product- Mix of ‘manly’ features about the brand including the ease-of-use of the product, the scents available and desired “LYNX Effect” it can have on the opposite sex- They have used humour in their TV adverts to show that the brand is ‘down to earth’ and connected with their target market

- Use the web to add extra element to their brand and attract males

- Some features on their site may be “too hot” for TV or billboards- Very male focussed with a variety of games based around women- Reinforces their image of a ‘man’s brand ‘ for men – “LYNX Effect”- Packaging plays a part here as their colours on their site are the same as their packaging – black with distinct vibrant colour mixed in – shows strength in the brand and gives a modern feel to the brand

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Press

Pack

-Their use of Press follows same route as Web and TV

- Adverts with a ‘male’ humour and that borderline on acceptable for all viewers- Very focused on showing the “LYNX Effect” and how women will react to the average male once he uses the product- All adverts linked to their brand image and general promotion of the brand across all elements of the marketing mix

- All elements of advertising linked back to the packaging

- Considering what has been said previously about the reasons behind the packaging of the products, we find that all the elements of the marketing mix follow suit with what the brand’s image stands for- Strong, manly, trendy, cool, modern and slick- These elements would be very attractive to a male looking for products with which to groom themselves with- LYNX heavily play on the perceived notion that “all men ever think about is sex” or that “sex sells” - evident within all aspects of their promotion and marketing activities

Q2 LYNX’s key competitors consist of: – Nivea for Men – premium price – Adidas – mid to premium price – Right Guard – mid price– Own-Label deodorants – low price

• Recent Trends– Some trends within the male deodorant market that are visible are the moves towards ‘skin-friendly’ products – this can be seen with the likes of Nivea’s ‘Skin Sensitive’ deodorant and Adidas’s similar product. To keep in line with these shifts, these products have been packaged in friendly and ‘safe’ colours such as blue and orange and light blue and black. This would stand out compared to LYNX’s black and vibrant colour scheme in the supermarkets. They are focusing on men’s health as opposed to modern and distinctive fragrances like LYNX–This could mean that LYNX may have to rethink their overall advertising and packaging strategy. Instead of appealing to just one category – 13-25 male market – they may wish to consider the recent shift in trends towards health care and awareness – remember LYNX must stay relevant in their target market’s eyes– We can see with the likes of the female skincare market and even the male shaving segment that there is huge emphasis on ‘skin-friendly’ and ‘sensitive skin’ products – offering ‘protection’ instead of just ‘smelling good’ - shows that not only women are conscious of the health of their skin– LYNX may want to offer a skin friendly version of their product in the future to appeal to the extended target market – when their customers turn 25 do they leave the brand for a more sensitive and relative brand?

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Skin Friendly Products on The Rise