As a global phenomenon through YouTube and Reddit, ASMR is Lynx’s latest marketing strategy for their newest campaign, “Lynx Shavetorials.”
Simply put, ASMR or Autonomous Sensory Meridian Response is a tingling sensation triggered by calming sights and sounds such as whispers, scratching – and even shaving.
To promote their Shower & Shave Foam range of 2-in-1 products, Lynx commissioned 72andSunny Amsterdam to produce shaving tutorials designed to appeal both to the young modern male seeking grooming tutorials and fans of ASMR videos who are looking for ‘the sounds of a good manscape.’
Like the 2-in-1 nature of the product, the campaign is also equally humorous as it is acoustic. Anchoring on the innovative sensory approach, the Lynx shave foam promises to feel as good as it sounds.
“Axe wants to inspire shave curious guys with our shower & shave foam, to have fun, explore and ultimately push boundaries when it comes to liberating guys to be themselves,” said Caroline Gregory, Global Brand Director at Unilever.
The three films: ‘Legs’, ‘Balls’ and ‘Chest,’ are hosted by Matthew, who whispers the step-by-step directions and humorously demonstrates shaving his hairy parts.
Gregg Clampffer, Creative Director at 72andSunny Amsterdam, said, “I think this campaign from Chris Baur and Rachel Sato-Banks shows that guys today don’t have to be buff, or swim, or bike or have an excuse to shave themselves. They can just be regular dudes who like the comfort of being cleanly shaven on all different kinds of body parts.”
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