Lynx Lets Men Create 'Ultimate Woman'

In Australia, Encouraging Guys to Make a Personal Fragrance

Published: June 11, 2009

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

What's a personal-care company to do when it runs out of ideas for fragrances? Turn to consumers. Lynx 3 encourages customers to combine two existing Lynx scents to create a personalized, third scent.

Lynx wanted to build on an existing TV campaign that involved two women who crash into each other to form the "Ultimate Woman." Believing its target demographic of 13- to 18-year-old males is more receptive when they're physically involved, Lynx took the "Ultimate Woman" idea to the next level.

It set up interactive video screens in malls and cinema foyers, manned by attractive Lynx 3 girls to entice guys in. Users picked from onscreen women and, by waving their hands, combined their two favorites. They could then have a photo taken with their "ultimate woman."

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2 Comments

By jay_miletsky | totowa, NJ June 12, 2009 12:08:52 pm:

Not to get too deep into high school level cliques...but while this seems like an interesting idea on the surface, my guess would be that the "cool factor" of the guys who actually do this will be on par with Anthony Michael Hall's character in Weird Science. Building the perfect woman sounds pretty nerdy - the influencers that kids follow at that age are ladies men in real life, and won't find value in building pretend women (sorry to the fanatics, but the "cool kids" don't hang out in SecondLife).

I'd think that Lynx 3 would be more interested in appealing to the trend setters, not the followers. I wish them well, and it'll be an interesting effort to follow.

Jason Miletsky
CEO, PFS Marketwyse
Author, 'Perspectives on Marketing' & 'Perspectives on Branding'

http://twitter.com/jason_miletsky

http://www.pfsmarketwyse.com

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By VioletYoshi | Chicago, IL June 24, 2009 02:22:13 pm:

Jason, we know the "cool kids" don't hang out on Second Life. They're far too busy treating women like playthings.

People say the nerds should get a life? Well this ad proves, that the cool kids have no life. Giving in to your primitive animal desires isn't a life. I'd rather hang out with nerds, than womanizing jerks.

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