Unilever Unveils New Packaging for Africa Body Spray Following Viral Backlash
Unilever has rolled out a refreshed design for its Africa body spray under the Lynx (Axe) brand, addressing consumer criticism sparked by a viral social media stunt that cast a spotlight on the brand’s outdated image.
The packaging revamp follows a wave of online mockery after influencers shared videos of a spoof product labeled “Lynx Africa with Marmite”—a fake variant combining the classic scent with the divisive yeast spread. While the product was never real, the social reaction highlighted how deeply embedded—and arguably outmoded—the Lynx Africa brand has become in youth culture.
Recognizing the cultural legacy of Lynx Africa, which has remained a bestselling variant since its UK debut in 1995, Unilever has opted to modernize its aesthetic while preserving its identity. The updated can design features a sleeker black-and-green look, shedding the dated tribal graphics that had become symbolic of the fragrance’s roots yet also an object of ridicule.
“Lynx Africa has a loyal fan base, but we understand today’s consumers want brands that evolve alongside them,” said Josh Plimmer, Senior Brand Manager at Lynx. “This redesign is about keeping our edge while respecting the legacy.”
The change is part of a broader repositioning strategy aimed at attracting Gen Z consumers, many of whom view legacy brands through a lens of irony or satire. While the spoof originally amplified dated perceptions, Unilever has leveraged the moment to increase brand engagement and signal responsiveness to evolving cultural sentiments.
Unilever reported a 3.9% increase in personal care sales in its most recent quarterly results, suggesting continued growth potential in the male grooming category. With younger consumers increasingly drawn to brands seen as self-aware and culturally tuned-in, refreshing heritage SKUs like Lynx Africa may help bridge generational gaps in brand relevance.
The redesigned Lynx Africa will appear on shelves in key markets including the UK, with marketing support planned across digital channels that center humor, heritage, and reinvention—a balance Unilever hopes will keep the iconic scent both familiar and future-facing.