Borne out of the radical new positioning that celebrates guys' individuality, Lynx is going one step further in their mission to empower young men to express who they truly are. The launch of the interactive “Find Your Magic” pop up shop in Dublin will enable guys to harness state of the art styling tools and products to create the best version of themselves.
Research shows that 55% of guys haven’t changed their hairstyle in more than a year. So, to give guys some new inspiration or just new grooming techniques, the pop-up shop experience is designed to get guys more comfortable experimenting with their looks.
At the heart of the shop, guys will find an interactive Magic Mirror - an augmented reality experience giving guys the ability to “try on” 6 of Ireland’s most searched-for hairstyles, according to Google data. The mirror’s facial targeting and tracking system smoothly renders hairstyles onto the guy’s reflection, giving them freedom of movement to review new hairstyles from various angles.
The Find Your Magic shop also gives guys the opportunity to work on their grooming routine, and purchase Lynx’s full range of products. Some of the highlights include becoming the final ingredient of the customised limited-edition “Oud Wood & Dark Vanilla” Daily Fragrance Bottles, and an interactive 4D sound shower installation.
The Find Your Magic Pop-Up shop experience was created by 72andSunny Amsterdam. The technology of the Magic Mirror was developed by UNIT9 London, and Ink Associates and GRO were responsible for the build.
Matt Heck, Creative Director at 72andSunny Amsterdam, said: “Lynx is all about encouraging guys to look, act and feel their best. 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.”
To help launch the Find Your Magic Shop, Lynx is partnering with a wide range of brand ambassadors including: MMA coach John Kavanagh, comedian Al Porter, personal trainer Rob Lipsett and former Gaelic Athletic Association star turned fashion designer Paul Gavin.
These ambassadors will take part in the Lynx Find Your Magic Nights, which take place in the pop-up shop on Thursday evenings throughout the summer. The informal chats will see the ambassadors discuss how they overcame male stereotypes and labels to find their magic, with the aim of inspiring other lads to do likewise. The shop is open Tuesday to Sunday throughout August.
As part of its “Smell Good, Do Good” initiative, part of the proceeds raised by the Find Your Magic Shop will also be donated to Lynx’s charity partners Movember and Pieta House.