Lynx dares young Aussie men to be different – the message: individuality is what women want

· Study of 4,500 people finds that 90 per cent of women find guys most attractive when they’re comfortable being themselves – but half of Australian men still feel pressured by masculine stereotypes

· Iconic brand, LYNX, today launches radical new campaign, celebrating individuality and fighting the labels that prevent men from expressing themselves

Onlookers think the typical Aussie guy is a beacon of masculinity – a bronzed, buff surfer with luscious locks, tanned skin and plenty of budgie in the smugglers – but how much harm is this stereotype doing?

In reality, Aussie guys aren’t always the perceived manly man and are in fact among the most insecure in the world. Maybe it’s the typical Aussie stereotype that sees our guys feeling like they’re not up to the apparent standard.

A study released today by top male grooming brand, LYNX, is encouraging guys to be themselves and dispel stereotypes. The study finds that what girls actually dig is personality and individuality over chiselled abs and good looks. The study talked to 4500 men and women around the world, including 1000 in Australia and has revealed that while 9 out of 10 women find guys most attractive when they’re comfortable being themselves, male perceptions of what makes them attractive are shaped by labels and expectations.

The study reports almost half of Australian men (49 per cent) are afraid of looking different, for fear of being judged or labelled – the highest percentage from all 12 countries surveyed.

Strikingly, only 11 per cent of men in Australia strongly agree they feel like an attractive male, indicating many guys continue to feel a tremendous amount of pressure to fulfil an unachievable stereotype.

“We know from years of research that what makes a guy attractive is … him. His strengths, his weaknesses, his individuality and most of all how he expresses it,” says Jon McCarthy, LYNX Marketing Director.

“But despite that, a lot of guys don’t feel comfortable being themselves. Because they’re afraid of what people will say. Of being labelled. Of embarrassment. Afraid that what’s unique about them isn’t considered attractive or acceptable. We want to change that.”

The brand’s new global campaign, ‘Find Your Magic’ aims to create a new, progressive conversation about what really makes a guy attractive in today’s world.  As part of this call to arms, LYNX has launched an expansive new range of grooming products across national retailers, which give guys the tools to find the thing that makes them unique, and work on it.

TAKING ACTION

From today, LYNX will be hitting the streets of Sydney with renowned street style photographer, Giuseppe Santamaria (MITT), to photograph everyday Aussie’s willing to share their unique individual styles.

To culminate the bold, new direction of the brand, LYNX will be hosting a public debate – What makes a man? Attraction and masculinity in 2016 (Monday 18 April, purchase tickets here) – to unravel the behaviours and mind sets that shape society’s concept of what it means to be an attractive man, and how men can celebrate their differences and originality. The panel includes iconic Aussies such as Joel Creasey, Nova 969’s Tim Blackwell, The Chaser’s Chris Taylor, Kate Peck, Peter FitzSimons and founder of I-Manifest Jo Pretyman.

In support of this mission, LYNX will partner with not-for-profit organisation, I-Manifest throughout the year – a charity aimed at inspiring young Aussies to help find and express their individuality through creative pursuits.