Body fragrance… with catnip
I’ll let this report explain:
Lynx has gone rogue, again. This time, they’ve bottled catnip and sold it as body fragrance.
Yes, really.
Their latest launch, Lynx with Catnip by Lynx and LOLA MullenLowe, is exactly what it sounds like: a body spray infused with nepetalactone, the active compound in catnip that sends cats into an ecstatic spiral of zoomies and floor rolls.
It’s part mad genius, part potential April Fools’ bait, and fully on brand for a label that’s never shied away from poking fun at itself while riding the wave of youth culture.
Here’s the thinking:
A Censuswide study found that 60% of cat owners wouldn’t date someone their feline didn’t vibe with. In other words, if Fluffy isn’t into you, you’re toast.
So Lynx did what Lynx does best; took a dating dilemma, cranked the weirdness to 11, and turned it into a marketing campaign that’s half social experiment, half actual product.
According to Lynx’s global brand director Caroline Gregory, “Confidence is key – but let’s be honest, if her cat isn’t on board, you’re in trouble.” The scent gives blokes “an edge,” she says.
It’s “The Power of a Fragrance” turned feline.