Lynx Dials Up the Everyday Luxury
This full-funnel campaign repositioned Lynx as an everyday luxury scent brand, driving engagement, sales, and product knowledge across Cartology’s omnichannel touchpoints.
of purchasers were new to brand
growth in total customers YoY
sales uplift
Background and Objectives
Category and customer analysis revealed softening LYNX sales and a Gen Z preference for sophisticated, affordable personal care. The client aimed to reposition Lynx as a premium, fragrance-led brand targeting Gen Z, increasing trial, penetration, and shifting brand perception in Woolworths.
The Cartology Solution
A full-funnel omnichannel retail media approach with in-store and digital tactics emphasising creative consistency and a "Luxury scents made for everyday” theme.
Impactful Creative
Impactful, compelling creative stopped customers in their tracks with aisle decals, aisle-end displays, and digital sponsorships.
Omnichannel Activation
Retail media provided the perfect platform to bring this to life, from bold laneway decals, premium aisle-end displays and digital sponsorships, the brand delivered a consistent and cohesive story across all shopper touchpoints.
Campaign Results
+57.7% year-on-year growth in total customers and a
+30% sales uplift.
Won two awards at the Shop! ANZ Retail Marketing Awards 2025 for Best Use of Retail Media, and Best Grocery Store (Non-Food) Launch.
38% new to brand purchasers.
