Lynx is promoting Lynx Attract, its first fragrance for men and women, in the UK with an action-packed new commercial and a Twitter hashtag, #UnleashTheChaos.
The Unilever-owned brand, which launched in France as Axe in 1983, launched its fallen angels campaign for Lynx Excite a year ago in the UK. It's also known as Axe in the US, where Unilever is promoting its version of the unisex fragrance, called Axe Anarchy, with an interactive comic book and a US version of this commercial.
Curve, a Liz Claiborne-produced fragrance distributed by Elizabeth Arden, is also promoting Curve Appeal, its unisex fragrance, in a new campaign featuring reality TV star Audrina Partridge and actor Kevin Zegers.
As the New York Times reports, the Curve Appeal campaign aims to be edgier and leverage social media in order to attract contemporary consumers in their 20s:
Reflecting the intended buyers for Curve Appeal, the campaign is replete with interactive and digital elements along with more traditional tacks like magazine ads, ads in stores and a contest called the Curve Appeal Model Experience.
The new media aspects of the campaign include a website; a Facebook fan page; video clips that can be watched on the Curve Appeal website, Facebook and YouTube; comments from Ms. Patridge and Mr. Zegers on a Twitter feed with the handle @getcurveappeal; and QR codes.
Curve Appeal is “our attempt to introduce another arm of the House of Curve,” says Elizabeth Park, executive vice president for North America marketing at Elizabeth Arden in New York. “We’ve done some ‘flankers’ in the past, like Curve Crush and Curve Wave,” she adds, “but never a new master brand.”
As these new unisex fragrance brands square off, which campaign do you think has a better chance of clicking with both sexes?
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