Lynx's 'Magic Mirror' Invites Guys to Test Out Popular 'Dos
A Pop-Up Shop in Dublin Provides Tools to Help Dudes 'Find Their Magic'
By Ann-Christine Diaz. Published on Jul 12, 2017
Editor's Pick
Unilever brand Lynx (or Axe in the States) has encouraged guys' individuality and self-expression by encouraging them to "Find Your Magic." Now, the brand is providing them with tools to do so at a new pop-up store in Dublin.
The "Find Your Magic" shop is a styling playground that lets men test out new looks and have a go with the latest styling products and equipment. The latter includes an interactive "Magic Mirror" that invites them try on six of Ireland's most popular hairstyles. The mirror uses facial targeting and tracking tech to smoothly fit the 'dos to testers' heads.
72andSunny Amsterdam is behind the idea. Unit9 London developed the Magic Mirror, built by Ink Associates.
"Our mission is to give our guys the tools and the inspiration they need to make the best out of whatever it is that's their thing, what makes them hot," said Chiara Grillo of Lynx global brand development in a statement. "In the shop, it all comes to life."
" Lynx is all about encouraging guys to look, act and feel their best," added 72andSunny Amsterdam Creative Director Matt Heck. "This was an opportunity to turn the idea of 'Find Your Magic' into a physical experience. We combined technology, products, advice and a Magic Mirror to inspire guys to be comfortable being themselves. And have fun doing so."
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Credits
- Date
- Jul 12, 2017
- Agency:
- 72andSunny Amsterdam
- Client:
- Lynx
- Global Vice President:
- Rik Strubel
- Global Brand Development:
- Chiara Grillo
- Global Brand Development:
- Inês Leitão Henriques
- Global Brand Development:
- Alessandro Del Forno
- Head of Personal Care Marketing:
- Peter Hatton
- Executive Creative Director:
- Stuart Harkness
- Executive Creative Director:
- Carlo Cavallone
- Director of Design:
- Richard Harrington
- Creative Director:
- Matt Heck
- Creative Director:
- Laura Visco
- Designer:
- Sandra Nicolas
- Writer:
- Fanny Molins
- Writer:
- Richard Gorodecky
- Group Strategy Director:
- Danny Feeney
- Strategist:
- Paul Chauvin
- Director of Communications:
- Simon Summerscales
- Brand Director:
- Angelina Joy
- Brand Coordinator:
- Maaike Baan
- Director of Production:
- Stephanie Oakley
- Senior Producer:
- Tobin Nageotte
- Creative Technologist:
- Jan Olde Loohuis
- Business Affairs Manager:
- Selam Kehishen
- Production Company:
- unit9
- Experiential Producer:
- Martino Butti
- Executive Producer:
- Jenny Lam
- Project Manager:
- Yi Nong Dong
- Creative Lead:
- YiFei Chai
- Technical Lead:
- Maciej Zasada
- 3D Art Director:
- Julien Didisheim
- Lead Developer:
- Andrew Oaten
- Build Management:
- INK & Associates
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