Lynx are changing things up – big time.

We know what you’re thinking: Lynx has always been a little too locker room to take seriously (even if you those scents do invoke some fond memories of your school disco grooming routine) . Well, the guys over at Lynx obviously thought so as well, because they’re embarking on a major new re-brand. Yep, say goodbye to “the Lynx effect” and get ready to Find Your Magic.

A far cry from the Lynx of old, their brilliant new campaign is all about being yourself – whoever that might be. From guys in heels dancing to boys with big noses and everyone in between, Lynx is all about embracing the power of individuality. To compliment the fresh, modern ethos of the brand, there’s also a brand new range of Daily Fragrances designed by none other than Ann Gottileb, the woman behind some of Calvin Klein, Marc Jacobs, and Tom Ford’s best scents. Tom Ford and Lynx, bet you never thought you would hear those two in the same sentence?

Well get used to it, because between Signature (a woody fragrance with a subtle vanilla aroma), Urban (a smokey Tobacco affair), and the punchy, ginger infused Adrenaline, Lynx have put together a pretty special range that’s also available in anti-antiperspirant and in a new hair product range. As if that wasn’t enough they’ve also put together some 15 second grooming tutorials so you can get your look on point. “Who needs a six pack when you have your own thing?” asks their new video; we couldn’t agree more. Lynx, welcome to 2016.