Lynx refocuses on ‘humour with heart’ to challenge male stereotypes

Four years ago, if you asked anyone what Lynx stood for the answers would have ranged from lad culture to sex to misogyny.
However, in January 2016 this changed when the brand launched it’s ‘Find your magic’ campaign encouraging young men to embrace their differences. Ever since this brand purpose campaign, Lynx has made an effort to tackle toxic ideals of masculinity and highlight issues around male mental health.
The brand’s purpose wasn’t solely altruistic it wa