Picture Purrrrrfect
Lynx with Catnip
Lynx with Catnip
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Lynx and LOLA MullenLowe create a fragrance to win over your date’s cat
Can a product innovation change the rules of attraction? Lynx and LOLA MullenLowe just proved it can with Lynx with Catnip—the first-ever body fragrance infused with catnip, designed to charm both humans and their cats.
A study conducted by Censuswide revealed that 60% of cat owners wouldn’t date someone their cat dislikes. In other words, if her cat doesn’t like you, you’re done. That’s why Lynx had to step up. For the first time ever, a body scent infused with catnip (Source: IFRA) has been developed in collaboration with Lynx’s expert perfumers.
Meet catnip—nature’s love potion for felines. This mint-family plant contains nepetalactone, a compound that mimics cat pheromones, making cats instantly drawn to it. Now, for the first time, it’s been bottled into a fine fragrance. The result? A scent so intriguing, it’ll have even the meanest felines rolling at your feet.
Tomás Ostiglia, Executive Creative Director, LOLA MullenLoweOnce we spotted such a powerful insight, we just had to build a product around it. But it was no easy task. Fortunately, we had a bold client willing to take it on. With their expertise in fragrance development, we didn’t just create a campaign—we created a one-of-a-kind product.
Caroline Gregory, Global Brand Director, AXE & LynxConfidence is key—but let’s be honest, if her cat isn’t on board, you’re in trouble. With Lynx with Catnip, we’re giving guys an edge. This idea takes our purpose as a brand and our platform, ‘The Power of a Fragrance,’ to a whole new level.
With a launch film directed by award-winning director Andreas Nilsson, the campaign brings this unexpected idea to life with Lynx’s signature humor. And it doesn’t stop there—it expands into print, OOH, audio, guerrilla marketing, and a bold social push aimed at turning every unfortunate “cat hates guy” story into a love story instead.
This product innovation, along with the full campaign, has been launched first in the UK market, with plans for potential expansion into other regions.
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