Body spray brand Lynx has handed over its product development process to artificial intelligence to formulate its latest fragrance.
The limited-edition product was made in collaboration with Swiss fragrance company Firmenich to come up with the unique AI generated scent.
Brand-owner Unilever said the new deodorant – Lynx A.I. Body Spray – was developed “using 46 terabytes of data, 6,000 ingredients, and 3.5 million potential fragrance combinations.”
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Unilever also said the product was designed to tap into “generation Z’s fascination with the world of tech and crypto, which has seen exponential growth in recent years.”
In March this year, Unilever revealed a three-year strategy aimed at driving value across their Sure, Lynx and Dove brands – which between them control about 60% of the UK deodorant market.
“With fragrance currently the second biggest need state in the category, after performance, Lynx A.I. will support Unilever’s long-term strategy to drive value and growth back into the deodorants category,” the company said.
“There’s also an augmented gamification which allows people to spray the can in AR to reveal a code. The code opens an exclusive Lynx competition, with the prize winner awarded an event hosted by the hologram of Aitch,” Unilever explained.
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