About a month ago I was invited to a mystery event at a pop-up grooming store in Central London where I would be introduced to a new collection of products. Upon arrival, I was quickly told that this was actually a Lynx event which was part of their new brand direction to move away from its traditional audience of younger/teenage boys and attempt to land themselves on the bathroom shelves of gentlemen. The question I ask today is, has it worked? The answer is both yes and no, with the ambition often taking priority over the actual execution of the products themselves. View Post