Lynx, the popular personal care brand, has launched a new Fine Fragrance Collection, with Grammy-nominated Australian music producer Fisher as the face of the campaign. The campaign is led by Hello Social and implemented by Mindshare and Forward.

The new collection is positioned against the premium Fine Fragrance sector, with the tagline 'Smell Finer Than The Finest Fragrances'.

The range includes six scents: Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage, Golden Mango, and Copper Santal. These scents are designed to be as fine as a premium cologne, with the protection of a deodorant.

The campaign includes a mix of TV, out-of-home, audio, social, digital, and owned channels. Lynx has also partnered with the inaugural Pedestrian TV Awards as a sponsor of the Music category to kick off the campaign. Lynx "sniffer dogs" will be patrolling the red carpet, offering guests the first sniff of the Fine Fragrance collection.

Later in the year, Lynx and Fisher will announce a 'catch me if you can' style scavenger hunt from Fisher's social channels. The first Aussies to find the golden Lynx Fine Fragrance cans will score double passes to his upcoming Australian headline shows.

"Lynx has always been about empowering guys, and that means evolving alongside them. We've seen our audiences' fragrance tastes become more sophisticated, so we've responded with a new Fine Fragrance collection made with premium ingredients and delivering a premium scent that's finer than the finest fragrances," said John McKeon, Marketing Director, Unilever ANZ.

"The launch marks a new and exciting era for Lynx, where quality and affordability meet to create premium and powerful scents. But we haven't forgotten our roots - which is why we wanted to launch a bold and tongue-in-cheek campaign headlined by Fisher, one of the country's most in-demand music talents."

Daniel Fryer, Executive Creative Director at Hello Social, also commented on the collaboration between the brand and the music producer.

"It’s always tricky bringing together big brands and big personalities, so for us, it was about finding the overlap where they could both be at their absurd best. And while Fisher might not be the centaur you’d take into battle, there’s no half-horse-half-DJ you’d rather party with, or smell like."