Creating an immersive retail experience for Lynx Fine Fragrance

Launching a new premium fragrance line in retail posed several challenges: How could Lynx communicate that these deodorants smelled as good as aftershaves? How could they attract shoppers’ attention in busy stores? And how could customer interaction be encouraged without compromising product packaging or risking loss in standard fixture displays?

Smurfit Westrock Display worked closely with Lynx over several months, running design sprints and conceptual sessions to develop a standout display. The solution was a 4-shelf quarter-pallet display featuring five embedded fibre-based scent pads sourced directly from the perfume factory, offering exact scent matches. Digital printing enhanced the premium look, while pre-glued scent pads simplified build and compliance. The display allowed shoppers to explore all scents without opening deodorants, creating a tactile and sensory experience. Using bold visuals and strategic placement in high-traffic aisles, the display combined innovation, premium design, and functionality.

The display achieved exceptional engagement: 79% of shoppers who noticed it interacted with the scents. In April, Fine Fragrance drove 22% of Lynx retail sales, a 65% incremental increase. Market penetration rose from 0.1% to 1.4% within three weeks of launch, eventually reaching 3.9% by year-end. The immersive, sensory retail display not only boosted sales and brand awareness but also positioned Lynx Fine Fragrance as a market-leading, innovative product.