The Lynx Black Collection
Limited Edition Pocket Electronic Fragrance Mist Dispenser
Scrum Pilot Launch of a Disruptive Innovation
The Lynx Black Collection is an online limited edition launch of a premium fragrance range for young guys.
The launch was the first of Unilever’s in market pilots, and the first time the company sold direct on Facebook.
Targeting young guys who want to experiment with fragrance but which the current fragrance cost, channel and image is prohibitive.
The patented device is a pocket-sized fragrance dispenser, using a piezo-electric disc that envelopes the skin in a soft mist of fine fragrance. The perfume is held in coloured cartridges, that are interchangeable and bought online.
The online system was designed to capture fragrance use and recommended new flavours based on where the guys used their scent throughout the day.
I led the design and technical development, brand and back office for the launch; a simulated supply chain run in our lab by our interns.
The pilot was a success, meeting KPIs and delighting the consumers; but it did not generate a viral effect and was not scaled up. The learning was used in future pilots including on Domesdos, LivOpen and with 3rd parties including Lego.
