Design Research: Packaging The Future

Pre-task on Lynx deodorant

Christopher Cashen – MMK - 55455863

i. On-shelf performance

• Recognition
This lies in the design of the cylinder, it’s generally smaller and bulkier than competitors (while could
be perceived as less in the cylinder, it could also be interpreted as more intense). 40% of the
cylinder is the grip, with vertical ridges and a unique indentation to facilitate the “trendy” twist cap.
It rounded edges and ergonomics are entwined with Lynx and are instantly recognisable. They are
recognizable as masculine, but also indicate an almost futuristic form.

• Uniqueness/ Differentiation
– The Lynx cans are unique in their contrasts of a dark background (altered only with Lynx Dry) and
vivid colours. They accompany the vibrant colours with impressionable shapes, patterns and
schemes which ensures a loudness that while can be overlooked, cannot be ignored. It is also
differentiated by the materials and texture that it uses and how they present them. Their grips
appear rubbery, but are plastic. This compensates for the perception of subsidiary strength to
aluminium, with ridges adding a roughness .

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• On-shelf performance (continued)

• Standout
– The Lynx range is situated perfectly in eye line (buy line) with the average height of the male shopper
(5 Foot 9 inches). While the 11+ age category may view it as desirable given that it is just within
reach or slightly out of it, creating aspiration.
– It is well contained on the shelf with no interfering brands present. All Lynx deodorant has uniform
design, similarly all Lynx shower gel has it’s own uniform design, which makes the Lynx variety stand
out within the entire shelf of brands.

• Information
– The language usually seen by Lynx is replaced with directions on use of the product (could
suggestion of short bursts lend to intense interpretation?) and a caution which presumably is a
legality. All these are strategically placed out of the customers view as they view it on the shelf,
where images are not impeded and the design left without impair.

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 Masculinity

ii. Image communication

Intense

Strength Energetic

• The images that the packaging evokes is that of a youthful, energetic, vibrant and intense
product to keep up with a highly charged and highly paced lifestyle.

• The fact that Lynx is brash in terms of “loud” design ,i.e. There is very rarely subtly, this can
alienate certain segment of customers e.g. mothers buying for sons. This can bring a rebellious
dimension to the communication through the brand’s packaging.

• The packaging embodies strength and masculinity in its form, 60% being aluminium.
– Intensity and Energy with colours, shapes and patterns

– As outlined by Underwood and Birmingham (2003), brand loyalties are decreasing and frequency of
buying decisions being made at the shelves themselves increase, the “aesthetic appeal” of
packaging is increasing. This may explain the brash nature of the packaging.

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ii. Image communication (continued)

• The imagery used on Lynx cans are sensual, sultry visual representations of what is in an
average Lynx can. They appear to leverage the sense of scent, rather than functionality. This is
in keeping with the brand with fragrance over performance seemingly paramount. This clearly
lends to a younger demographic (Their target)

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• ii. Image communication
What the brand doesn't say??

• I am sophisticated, I am not obvious.

• You have to spend a lot of time getting to know me
• I am packed with information for your benefit
• I am quirky
• I am purely functional
• Your mother will be happy to buy me

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iii. Product communication
(what does the packaging say about the product inside – for example what will it do for the user?)

• The largest font on the packaging is unsurprisingly Lynx, the font depicting the fragrance/
variety is always smaller, emphasising the point that Lynx is the most important part of the
product, the variety or fragrance is subsidiary. Lynx is the answer, no matter the lifestyle
question.
• The product is communicating that on consuming the product, the user will inherit the
intensity and the enormity of the representation on the packaging. i.e. Lynx facilitates a high-
paced, highly charged adrenalin filled lifestyle.
• The packaging communicates that the product inside will give them more than just a
deodorant and that being a part of Lynx is a larger experience than just smelling good.
• The amount of varieties communicates to the consumer that the product inside each variety
can be adapted to the individual’s self concept. Each variety will fulfil the ideal you wish.
• The product’s packaging makes a very big statement, as will the consumer on usage.

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iv. Appeal

• We can safely assume that Lynx are targeting males between 14 – 30. While some boys begin
deodorant consuming from as young as 9, we can accept that this is not a large core of
deodorant wearers.

– How does the packaging appeal to males aged 14-30?

• Packaging is brash and conspicuous, qualities often seen in adolescents and young adults.
• Design is aesthetically pleasing, with colours and patterns drawing the eye.
• Young men tend to enjoy the overall shopping experience less than female counterparts, the package
facilitates those who don't wish to spend a great amount of time on their shopping or assist in this low
involvement decision.
• The packaging suggests a experience beyond the habitual deodorant benefits, young males like to party,
the packaging of Lynx give suggestions of a party inside the can.
• The design and futuristic elements of the design of said packaging will appeal to the target.
• The convenience of a twist cap coupled with the innovative and unique design will allure the target
audience.

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v. Fit with brand
(how well does the packaging fit with your impression of what the Lynx brand is about?)

• In my impressions, the Lynx brand

encompasses the elements of
standing out from the crowd, overtly
masculine and energetic inducing
Standing
– The packaging does stand out, due to out
position on the shelf, the design of the
packaging, the colour scheme and the
contrast of darkness and vivid
colouring.
Masculine
– It is masculine; it’s bulky, solid and
would not look out of place in a tool
box. One could argue that colourings
and naming could be perceived as Energetic
metro sexual at best, the overall
essence is masculinity defined.
– The packaging does represent sources
of energy with distinct patterns and
shapes, coupled with distinct colour
schemes.

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vi. Any other comments
(include any other thoughts on the current Lynx packaging here)

• While packaging alone can be looked in isolation, personal connotations of Lynx, the packaging
can now extend to suggest more:
– The twist cap, given the female connection of Lynx to succeeding in “pulling” more, could be far more
than an innovative product feature, it could be used to represent the twisting of an article of female
clothing off a woman, embodying the playboy lifestyle and ideal that young males strive for.
– This is further supported and extended by the cheeky nature of some of the varieties names: Fever,
Instinct, Dark Temptation, Touch etc.
– The colours, while overtly grabbing your attention, could be interpreted as facilitating an instantly
more desirable, trendy and attractive person towards the opposite sex.

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Q1b) Now consider the other elements of the marketing mix - what dimensions do they bring to the
brand? What role does the packaging play within the marketing mix? (15 marks)

www.lynxeffect.com

Web

TV

Press Pack

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TV
•Centres on the idea of transformation when using Lynx from
normal, everyday man or young adult to irresistible where the
opposite sex find you attractive and engage in intimate contact with
you.
•The more you use the product, the more successful you will
ultimately be at scoring “ the more you use the more you pull”
•Lynx has a positive effect on your self concept and by using Lynx
products you will have a higher self esteem and more self
confidence.
•It also extends the user in high levels of sociability that are
possibly beyond the everyday man.
•They reinforce the masculinity and visual impact the Lynx brand
represents.
•Present inescapable sexist themes of male dominance over
females.

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Web • The web (website and social networks) allows customers to
engage with the brand.
• This is done through transparent sexually stimulating content
incorporating big breasted, attractive models.
• This heightens the illusion of Lynx’s power to put average
men in the same league as the finest looking women.
• There is a huge level of interactivity through online games,
fan pages, videos etc. The web is very much campaign
centred
• The product features on 2 of the 13 available landing pages
available on the website, elevating the intangibles of the
product.
• The web intertwines the sexual impulses of man to the
gratification through Lynx products.

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Press •Used as a triplet for the TV and Web activities, playing on the
sexual impulses of man.
•Some print campaigns use long shaped objects to signify
manhood and thus grasp greater attention.
•The use of model is again prevalent and the product is
background to image of sexual nature, almost signifying the
outcome as a certainty.

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 • Completes the 360 degree immersive techniques adopted by
Pack
Lynx in marketing communications.
• The packaging compliments the public image of being a tool in
generating desirability towards the opposite sex.
Pack • The logo is the only constant on the packaging and therefore is
instantly recognizable from the other activities in the marketing
mix.
• The packaging is futuristic, aesthetically pleasing and
stimulates the senses in a textural context as apposed to a
sexual context exploited in the other channels.

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Competitors

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Q2 Look at the competitor set for Lynx (i.e. the male deodorant market as a whole, including own label):
•What are the key packaging trends within this market at the moment? In what direction is it moving, what are
the new innovations in packaging?
•What do you think this means for Lynx in terms of its packaging, now and in the future? [Please include
images to illustrate your arguments.]
•You may also wish to consider, not just the male deodorant market, but any adjacent categories from which
we can learn.

25 marks

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Trends
Ergonomics and handling
Integration of nozzle and cylinder
Futuristic designs
Unique packaging for individual brands
Presence of locks
Waste and environmental concerns
Convenient sizes
Concentrated variants of existing products
Direction
Incorporating handling ease into packaging design.
Having all deodorant cans as one entity i.e. without
cap (slide 20).
Centring on customer experience and ease of use.
Logo alone insufficient to differentiate brand,
packaging of brand must be unique as well.
As seen in other products such as cigarette lighters,
there is a movement towards child safety and
prevention of unwanted usage of products.
Heighten concern from consumers on degradable
packaging and impact of products on environment.
Consumers demanding more convenient packaging
sizes to assist the “impulsive and impatient”
patterns (Silayoi & Speece, 2004).
Consumers looking for greater efficiency of
products supplied.
Innovations
Ridges on cans, vertical lines to make gripping
easier.
Twist caps, all-in-one cylinders.
Indentation, intricate designs, elaborate colour
schemes and patterns.
Movement away from traditional cylindrical shape
to modified cylinders.
Locks on deodorant cans, cigarette lighters and
other commodities (slide 21).
Less material that can not be degraded used, more
environmental friendly materials and substances
(including chemicals) incorporated in
manufacturing.
Wider introduction of “handy” sizes, such as travel
sizes, daily use sizes etc.
Introduction of “small but mighty” varieties.
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• Implications for Lynx Packaging

• Ergonomics and handling

– Lynx must constantly investigate how people consume the product ergonomically and assist in this
consumption in design.

• Integration of nozzle and cylinder

– Lynx have effectively integrated these two components. However in future will 40% of plastic element
binding the two together represent an effect packaging design?

• Futuristic designs
– Lynx currently has sufficient incorporation of futuristic design in packaging. However the growing trend of
uniformity among competitors will require further investment in aesthetics in design.

• Unique packaging
– Lynx has good presence, both in brand and packaging, however much R&D must be invested in order to
continue this trend.

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• Implications for Lynx Packaging (continued)

• Presence of locks
– Lynx has incorporated its own unique twist cap which acts as a lock as well as a design component. Can
this be done better to further engage the audience with the packaging and satisfy consumers need for
such components.

• Waste and environmental concerns

– Can Lynx make its packaging more bio-degradable to accompany this shift? Is there potential for a
sufficient market in deodorant wipes to counteract outlay. Will this be widely adopted or representative of a
small portion of the marketplace.

• Convenient sizes
– Lynx have introduced the “bullet” size cylinder to satisfy the trend of convenient sizes. Is this satisfying the
needs of customers? Can it be done more effectively?

• Concentrated variants of existing products

– As seen in other FMCG’s there is a demand for concentrated variants of goods offered which offer Lynx an
opportunity to avail of less manufacturing materials but a hurdle in terms of mix of chemicals, strength etc.

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• One Piece
packaging
&
convenient
sizing

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• The
development
of safety locks
on products

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• The release of
more
concentrate
editions of
products

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