London UK – Sept. 2022: “Created by robots for humans” and available through March 2023 this special edition body spray for young men has been developed using Artificial Intelligence (AI) to be the perfect scent. Axe A.I. (LYNX A.I. in the UK), is the result of a specially designed AI applied to analyze 6,000 perfume ingredients with 3.5 million potential combinations with the goal of discovering the perfect scent. The result combines an aromatic floral blend of sage, artemisia, and mint, refreshed with marine, apple, and citrus notes and finished with a woody, ambery, and moss background.

Not only did the brand use AI algorithms to help create the scent but they are doubling down on technology and are using Augmented Reality (AR) to help market it. 

Powered by Zappar’s WebAR technology all limited edition Lynx/Axe A.I. packs will feature a smartphone scannable QR code that will launch a web page where British rapper Aitch will introduce the product and ask the user to spray an AR can of LYNX/Axe in the air to reveal a code allowing entry in a special competition. Six lucky winners will be invited to a special house memorable party hosted by a hologram of Aitch himself!

Senior Brand Manager for Lynx at Unilever, Josh Plimmer said: “Lynx has always been at the ­cutting-edge of fragrance. The launch of Lynx A.I. which was created by crunching 46 terabytes of data, unlocks the code to smell iconic.”

Caspar Thykier, CEO and co-Founder at Zappar added, ”The Lynx AI concept and campaign clearly demonstrate how innovative brands are leveraging technology to create and market new products, getting ahead in the new connected pack revolution as an always-on platform and part of their owned-media strategy. AR and AI are driving more engaging product experiences and better connecting young customers with brands.”

This groundbreaking new scent was created in collaboration with Swiss firm Firmenich, experts in fragrance and taste. 

“It is daring, courageous and innovative to combine humans and technology in such an emotional field – the sense of smell.” commented Firmenich’s Chief Information Officer, Eric Saracchi, “We are very excited to launch this game-changing fragrance with Lynx to power up guy’s daily routines. Over 50 years of fragrance data and knowledge – along with over 46 terabytes of data has led to the creation of Lynx A.I.”

The special edition Lynx/Axe A.I. campaign will run through to March 2023 so watch out for the limited edition QR code stamped packs on your local shelves and try it out!

About Zappar

Zappar is the world’s leading augmented reality platform and creative studio for mobile and web apps. Zappar’s award-winning self-serve tools and creative consultancy, enable brands, agencies and license partners across the world to deploy innovative, customizable and market-leading AR solutions to the mobile web and native apps. Partners include Coca-Cola, Nestle, PwC, 7-Eleven, Puma, Rovio, Kelloggs, Fanta, Walmart, and Unilever among others. 

About Unilever

Unilever has been pioneers, innovators and future-makers for over 120 years. 

Unilever is a global company with a global purpose with over 148,000 people in 190 countries across the world looking after 400 brand names. Unilever’s aim is to make sustainable living commonplace with high-performing brands that are a force for good, taking action for a more sustainable and equitable world.

Sean Earley

Sean Earley is the Executive Editor of Digital Marketing Radar & co-founder of RobotSpaceship Podcast Network. He is the Director of New Biz Development and Publishing at KEMWEB, a musician, producer & consultant. He loves guitars and smoothies.