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Their latest campaigns are focusing all around empowering men and discovering what really is masculinity. With the rise in mental health and depression in men this is a fantastic opportunity for men to use fragrances for emotional and wellbeing 

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SALES PROMOTION

According to Lynx’s website on the questions and answers page, Lynx have said they occasionally offer samples and special promotions. As Lynx is sold in stores such as Boots and Tesco who offer store point cards, this makes customers purchase their products in these stores to gain rewards. They also have said they offer samples to consumers in these stores, usually when they release a new product.

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Their has been a dip in people buying fragrance direct from their manufacturer, an

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Chanel use the internet and multiple social media platforms to advertise and promote their brand. Such as on their website, to promote their new Gabrielle fragrance they rely on videography to promote the fragrance, include a celebrity endorser (in this case Kristen Stuart) to attract her fanbase as they've also included a interview with her. As online you cannot sample a fragrance , Chanel are using these medias to attract their demographic.

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https://www.futuremarketinsights.com/reports/global-fragrances-market

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Celebrity culture has helped with sales and awareness of brands due to people taking interest in favourite celebrity lives i.e endorsements.

Word of mouth with people asking what each other are wearing - finding out what brands.

According to mintel - Younger men are exploring a less traditional concept of masculinity by embracing their individuality and want a fragrance that reflects this. Lynx are beginning to adapt their communication to incorporate and appeal to these.

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Now the UK has left the European Union, article 50 says that the UK will be given a formal notice. It then stars a two year window which is used to renegotiate how the UK will trade with the EU.

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There has been several years of weak performance in the fragrance industry, sales are decreasing especially in the women's sector. The sales are decreasing in the fragrance industry due to the growing number of scented personal products such as: shower gels and body lotions. Not only are there scented personal products but high street fashion brands are introducing their own perfumes and body sprays such as: New Look, Zara, Jack Wills, Hollister, Superdry, Victoria's Secret and many more.

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As the economy is still seeing people be very money conscious people are not spending money on premium, luxury brands but on high street brands selling fragrances such as New Look, Zara, SuperDry and River Island. Brands like Jack WIlls, SuperDry and Hollister sell their fragrances to other retailers such as Boots which can increase trade and the brands recognition as more people have access to the products.

Data from Mintel’s Hand, Body and Footcare – UK, April 2017 Report shows that consumers are concerned about ingredients when it comes to personal care products.

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Perfumes allergies -- European commission
In 1999, a set of 26 fragrance allergens with a well-recognised potential to cause allergy had been ifentified, for which information should be provided to consumers about their presence in cosmetic products.

On this basis, the Cosmetics directive required that the presence any of these 26 substances be indicated in the list of ingredients when its concentration exceeds 0,001 % in leave-on products and 0,01 % in rinse-off products. These limits had been set in a pragmatic administrative decision in the absence of known thresholds for these allergens.

Such labelling allows patients who are allergic to one or more of these 26 fragrance chemicals to avoid products containing them.
http://ec.europa.eu/health/scientific_committees/opinions_layman/perfume-allergies/en/index.htm

Chanel No 5
The signature perfume is one of several that may need to be reformulated under new European Commission regulations aimed at protecting consumers from allergies.
Chanel No 5 on of the most popular perfume in the world, contain mosses which could be banned under new rules

The perfume house is desperately trying to synthesise the aromas, which give the scents their woody base notes.

Chanel No 5, which has been on the market for 93 years, is the world’s best selling perfume, with a bottle sold every 30 seconds.

Labelling

The EU Cosmetics Regulation includes a set of strict rules for labelling of cosmetic products, all of which must be present on the product container, packaging, or if not possible given space restrictions, in an enclosed leaflet. Without proper labelling, a product will not be permitted onto the market.

Labelling requirements include:

The name or registered name and the address of the Responsible Person. The nominal content at the time of packaging, given by weight or by volume

The date until which the cosmetic product, stored under appropriate conditions, will continue to fulfil its initial function

The date of minimum durability (if less than 30 months)

Particular precautions to be observed in use

The batch number of manufacture or the reference for identifying the cosmetic product

The function of the cosmetic product, unless it is clear from its presentation

A list of ingredients

The list of ingredients shall be established in descending order of weight

https://www.cosmeticseurope.eu/cosmetics-industry/understanding-cosmetics-regulation/

Responsibilities of distributors

While the Responsible Person, usually the manufacturer, is responsible for a majority of the rules set out in the EU Cosmetics Regulation, distributors also hold special responsibilities.

They must verify that labelling information is correct and that the date of minimum durability has not passed. Furthermore, if they believe that a cosmetic product is not in conformity with the requirements laid down in the Regulation, they may not sell it, and if they believe a product poses a health risk, they must report it to the Responsible Person and the competent national authorities of their member state. Lastly, they must ensure suitable storage and distribution conditions.
https://www.cosmeticseurope.eu/cosmetics-industry/understanding-cosmetics-regulation/

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Increasing usage of perfumes among the young population, increasing online retail penetration, product push strategy by key global players, availability of perfumes in different price ranges, and increasing consumer spending on personal and beauty care products are major factors expected to drive the growth of the global perfumes market over the forecast period. However, availability of counterfeit products and use of harmful chemical ingredients are some of the factors expected to hamper the growth of the global perfumes market over the forecast period.

The global perfumes market is witnessing a growing trend of customised perfumes and the use of renewable ingredients in perfume manufacturing. Global perfume manufacturers are also venturing into the production of microbial based natural perfumes to cater to the increasing health awareness among consumers.

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7% of fragrance users use high-end fashion brands, 36% use beauty brands and 20% use high street fashion brands.

The Advertising Standards Authority has now made the rules on gender stereotyping and body shaming stricter.

Reports show that 64% of men and 67% of women agree that advertising too often resorts to gender stereotypes.

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ADVERTISING

Over the past 3 to 4 years the brand Lynx has changed dramatically on how it advertises their products and promotes themselves.

Lynx use campaigns to advertise their products that focus on a certain area or send a message to their audience. Their latest campaigns are focusing all around empowering men and discovering what really is masculinity. With the rise in mental health and depression in men this is a fantastic opportunity for men to use fragrances for emotional and wellbeing purposes and show men that you don’t have to be a “stereotypical man” to use their fragrances. This has changed from Lynx advertisements where it was all about sex and sexist stereotypes.

The owner of the brand Lynx, Unilever discovered after research that only 2% of ads show intelligent women. They also said that they have a responsibility to change perceptions on a global scale.

Lynx used to use beautiful, half naked women and send the message of sex sells and use sexist stereotypes in their advertisements which has now been scrapped. The brand has now taken a more mature and professional approach to how they advertise themselves which can reach a more wider audience.  The new campaign “find your magic” captures a modern idea of masculinity.

As part of their new campaign Lynx have said they are going to involve a lot of custom made Instagram content. This is, I believe the best social media platform to use for their brand because Instagram is full of selfies, fashion, beauty and lifestyle photos, videos and links to blogs that people can use for a lot of inspiration. Also, their target audience of men in their early 20’s are big users of Instagram.

Their services on Instagram will allow people to ask grooming questions with tailored, functional and entertaining video content.

Lynx also use a variety of other social media platforms that they said they will use this on but Instagram will be their focus.