The male grooming range goes on sale later this month and should be supported by TV, outdoor, digital, print, sampling, radio and in-store activity. The nationwide campaign will promote the product’s “woody fragrance” and target men in search of a more “sophisticated” and “edgy” offering.

Mark Aschmann, Lynx brand manager at Unilever, says the launch aims to achieve a much broader audience. The launch comes because the festive season kicks in and the business is banking on seasonal demand to offer it momentum going into the hot Year.

Aschmann: “Following on from the hugely successful launch of Lynx Apollo last year, Lynx Peace shall be our main focus in 2014.”

It follows the launch of Lynx Apollo in 2012, which despite generating online buzz around its advertising campaign to send fans into space, has did not lift sales of the final brand. Lynx sales fell 2.4 per cent year-on-year inside the UK to £167m for the 52 weeks to 7 September, consistent with IRI Worldwide.

During this time, the logo has ramped up its “always-on” digital strategy in an try to broaden its reach. It became one of the vital first advertisers within the UK to check Snapchat – a mobile app that permits users to send photo messages that self-destruct after a period of 10 seconds or less – this summer, claiming it desired to deliver “compelling” content to fans.