Voxpop

Toiletries brand Lynx is moving into men’s grooming with a ‘lad’-themed hairdressing chain (DW 25 August). Is this market still alive or has Lynx missed the mark?

‘These days the epithet of “lads” is more of a diversion than a helpful context for male brands. The economics of the male grooming market would suggest that there is plenty of scope to offer services like the premium offerings that Adams and The Refinery already offer, but to a broader audience. One of the key issues will be whether a brand such as Lynx has the credibility to make this leap. What it has going for it is a clear and enduring positioning – Lynx makes blokes irresistible. The trick will be to make this work in a retail environment. Lad mags and PlayStations alone will not suffice.’

Michael Wall, Managing Partner, Fallon

‘Although there has obviously been a significant rise in interest in male grooming recently, I don’t know if the average man in the street is ready for male grooming. Men are far more “functional” than women and don’t enjoy the pampering experience in the same way.’

Lavina Culverhouse, Managing Director, Design House

‘It’s one thing to wear Lynx as an invisible after-shave, hair gel or deodorant hoping deep down that the “pulling birds” promise might work. It’s quite another walking out of a “blokes’ heaven” barbershop with Lynx branded into your haircut. But I am not a young lad – so who knows? At least it’s not another risk-averse brand extension.’

Wendy Gordon, Head of Insight, The Fourth Room

‘Traditional barbers or hairdressers can be quite intimidating. These days everybody has computers and CDs so they could find it easier to relate to this type of environment. I definitely think it could catch on – as long as it didn’t cost much more than a normal haircut.’

Robert Steer, Designer, Silk Pearce

‘From a female perspective I think the idea of getting lads to tidy themselves up is good, but it must be made clear if the product is aimed at poncey boys or “lads”. I don’t think most “lads” would want to sit in an exclusive barber shop for the sake of having a few inches trimmed off their hair. But I think the idea will take off in London because there is a diverse market who will pay to listen to music and tell their friends they’ve been.’

Sarah Kirby, Designer, Proctor & Stevenson

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