Lynx's 'Magic Mirror' Invites Guys to Test Out Popular 'Dos

A Pop-Up Shop in Dublin Provides Tools to Help Dudes 'Find Their Magic'

Published On
Jul 12, 2017

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Unilever brand Lynx (or Axe in the States) has encouraged guys' individuality and self-expression by encouraging them to "Find Your Magic." Now, the brand is providing them with tools to do so at a new pop-up store in Dublin.

The "Find Your Magic" shop is a styling playground that lets men test out new looks and have a go with the latest styling products and equipment. The latter includes an interactive "Magic Mirror" that invites them try on six of Ireland's most popular hairstyles. The mirror uses facial targeting and tracking tech to smoothly fit the 'dos to testers' heads.

72andSunny Amsterdam is behind the idea. Unit9 London developed the Magic Mirror, built by Ink Associates.

"Our mission is to give our guys the tools and the inspiration they need to make the best out of whatever it is that's their thing, what makes them hot," said Chiara Grillo of Lynx global brand development in a statement. "In the shop, it all comes to life."

" Lynx is all about encouraging guys to look, act and feel their best," added 72andSunny Amsterdam Creative Director Matt Heck. "This was an opportunity to turn the idea of 'Find Your Magic' into a physical experience. We combined technology, products, advice and a Magic Mirror to inspire guys to be comfortable being themselves. And have fun doing so."


Jul 12, 2017
Brand :
Client :
Agency :
Global Vice President :
Rik Strubel
Global Brand Development :
Chiara Grillo
Global Brand Development :
Ines Leitao Henriques
Global Brand Development :
Alessandro Del Forno
Head of Personal Care Marketing :
Peter Hatton
Executive Creative Director :
Stuart Harkness
Executive Creative Director :
Carlo Cavallone
Director, Design :
Richard Harrington
Creative Director :
Matt Heck
Creative Director :
Laura Visco
Designer :
Sandra Nicolas
Writer :
Fanny Molins
Writer :
Richard Gorodecky
Group Director, Strategy :
Danny Feeney
Strategist :
Paul Chauvin
Director, Communications :
Simon Summerscales
Brand Director :
Angelina Joy
Brand Coordinator :
Maaike Baan
Director, Production :
Stephanie Oakley
Senior Producer :
Tobin Nageotte
Creative Technologist :
Jan Olde Loohuis
Business Affairs Manager :
Selam Kehishen
Production Company :
Experiential Producer :
Martino Butti
Executive Producer :
Jenny Lam
Project Manager :
Yi Nong Dong
Creative Lead :
YiFei Chai
Technical Lead :
Maciej Zasada
3D Art Director :
Julien Didisheim
Lead Developer :
Andrew Oaten
Build Management :
INK & Associates

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