Lynx crunches 46 terabytes of data for new AI brand

Unilever brand Lynx – which until recently used a mass of scantily clad women hunting down a young man to show just how irresistible its fragrance was – has come over all “new tech” by launching a new line developed solely by artificial intelligence.

The company insists the limited-edition Lynx AI Body Spray fragrance was developed using 46 terabytes of data, 6,000 ingredients and 3.5 million potential fragrance combinations.

It is the latest in a series of technology-driven products from Unilever’s deodorant brands, including Dove and Sure.

Targeted at Generation Z, the scent was made in collaboration with fragrance company Firmenich, which used its database and AI software along with Lynx’s consumer trends knowledge and expertise to design the fragrance.

The result, it is claimed, is a cutting-edge scent, designed to power up the daily routine of Gen Z across the UK and give them confidence. It combines an aromatic floral blend of sage, artemisia and mint, refreshed with marine, apple and citrus notes and finished with a woody, ambery and moss background.

Then again, it might just smell of deodorant.

Lynx AI Limited Edition Body Spray will be available in Asda, Morrison’s, Sainsbury’s, Wilko, Boots and Superdrug for a limited period.

It is not known what level of marketing support the new brand will command.