Unilever has appointed integrated agency Hello to lead creative for men's grooming brand, Lynx. following a review.

Hello, formally known as Hello Social, has been charged with spearheading a significant reinvestment in the brand as it prepares to launch a new premium 'Fine Fragrance Collection' in Australia and New Zealand.

"Hello’s unique capabilities and cultural perspective really impressed our team and we are very excited to be launching this amazing new Lynx range with them as part of an expanded Agency Village," said head of media and content at Unilever, Alison Holland.

The agency will work in partnership with an expanded agency village that includes media agency Mindshare, and Forward PR. The first activity will go live from July 1.

"Lynx is an intergenerational icon and almost part of growing up here in Australia. We are honoured to be partnering with Unilever and their progressive team to bring this exciting new range to market," said managing partner at Hello, Sam Kelly.