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Will chocolate deodorant have the Lynx effect?

Posted in General, Marketing, Nikki Preston, Latest reporters' blogs December 4th, 2007 by Nikki Preston

Women are often stuck in a predicament about whether they could live without men or chocolate, and to be honest it is not an easy decision.

But Lynx thinks it can satisfy both these female needs in one go by creating a chocolate scented deodorant, Dark Temptation, that it hopes will have the same effect on women as the irresistable lure of real chocolate.

However, with ingredients like chocolate, frozen ginger, coriander, sage, black basil, pear sorbet and whipped cream, Lynx is targeting the wrong gender. This scent should surely be for women, chocolate is a sweeter more feminine scent that women are far more likely to buy into than men.

Because while we buy scents that we hope will appeal to the opposite sex, the first consideration is that we have to like the smell first.

So as a women I may consider a sweet, yummy smelling scent, but I think men would be more likely to go for stronger more masculine smells…

And let’s be honest, even chocolate brands have singled men out before - with Yorkie being the man’s chocolate bar - so a chocolate scent is going to be a very hard sell.

I think Lynx needs to go back to the drawing board on this one and market it at women. Although no matter what, I can’t imagine anything being better than eating an actual bar of chocolate!