LYNX launches new ‘Not Just a Pretty Hairstyle’ TV campaign in Australia via Ponce, Argentina

LYNX is once again casting the spotlight on a variety of men who do not neatly fit into traditional ‘macho’ stereotypes in an effort to shed outdated views of masculinity in a new TV campaign which has launched in Australia via Ponce, Argentina.

In January, the new campaign, ‘Find Your Magic’ launched to introduce LYNX’s refreshed point of view on attraction, individuality and grooming. The brand is now driving its focus to hair with a category-specific follow-up to introduce new LYNX Styling Look Collections consisting of six new products.

VIEW THE SPOT

For most men, hair styling is one of the most expressive means of projecting individuality and identity. For a few however, the habit of hair styling still comes with some obstacles. The new styling campaign entitled ‘Not Just a Pretty Hairstyle’ aired for the first time on Sunday 17 April with an aim of breaking down the barriers men still have against styling their hair; men are oftentimes self-conscious about looking like they’ve tried too hard to look good for fear of being perceived as vain or shallow.

The campaign understates the relevance of great hair, acknowledging that while a hairstyle is important, it should not become the sole focus of attention. With a fully integrated campaign including TV, digital, outdoor and social, LYNX digs into the grooming world to celebrate individuality through the portrayal of different hairstyles, and more so, of different skills which make a man attractive.

Re-working the familiar idiom ‘not just a pretty face’, the campaign applies ‘not just a pretty hairstyle’ to men in a provocative, cheeky way, challenging the stereotype that beauty and substance are mutually exclusive.

Says Jon McCarthy, senior marketing director, LYNX: “LYNX has always been about helping men look, smell and feel more attractive about themselves. Our new styling collections are designed to make looking good, easy.

“When you look good, you feel good, and the world around you feels it too.”

Client: Unilever (Global)

Post Production: Night-Shift