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June 28, 2007

Scrub down! The Lynx Manwash experience returns

One of the UK's leading male grooming brands, Lynx, is set to build on the success of its 2006 iconic Lynx Manwash tour with a repeat performance. This summer, the Lynx Manwash experiential activity will take to the road to drive awareness of new exfoliating shower product Lynx Snake Peel.

Created by event and experiential marketing agency Out of the Blue Communications, the Lynx Manwash tour was initially designed to highlight the benefits of Lynx Boost Shower Gel. Some 210,000 festival goers at four different summer events – Blackpool Pleasure Beach, Newquay Surf Festival, V Festival (Weston Park) and Reading Festival – had the opportunity to see 4,466 Lynx target male consumers being cleaned and rinsed with high pressure hoses by eight Boost Babes on branded conveyor belts.
During the course of the summer activity, 200,000 product samples were distributed. Qualitative research carried out following the tour events revealed that 52% of consumers already used Lynx and would continue to do so while 47% did not use Lynx, but would consider doing so following their Manwash experience.

This year, the Iconic Lynx Manwash will tour three festivals – Reading Festival, V Festival at Weston Park and Global Gathering – to promote the benefits of Lynx Snake Peel, the new Lynx exfoliating product containing desert minerals to scrub away dirt. The festival activity will be supported by a Quick Scrub Down tour, which will see four Lynx 'babes' in a branded Wrangler Jeep visit four major UK cities.

Carrying product shaped back packs with shower nozzles, the girls will travel the cities offering to give young men a 'QSD' with their special loofahs and a free Snake Peel goodybag.

Catherine Moorcroft, Lynx senior brand manager, said: “Last year’s iconic Manwash Tour was hugely successful for Lynx. Lynx consumers enjoyed the engagement with the brand – at Newquay at one point, the Manwash had a bigger audience than the main stage – and the activity contributed to a Lynx Boost becoming the brand’s number one coloured shower gel in the range. We are sure that this year’s activity will prove equally successful for Lynx Snake Peel.”

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