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Introducing the new understated Lynx Black collection. Embracing the individual style of our city’s streets, Lynx has created a bespoke, and sophisticated grooming range to help guys look, smell and exude understated confidence. Surprisingly the new commercial for Lynx Black doesn't feature Wesley Snipes looking directly into a camera, saying "Always bet on BLACK" in a threatening manner. Nor does it feature members of Spinal Tap looking bemused at the sleek, refined packaging, saying "How much blacker can you get? The answer is none. None more BLACK."

Instead Lynx Black have collaborated with artist Novo Amor to present an Enya-esque version of Guns 'N' Roses 'Welcome to the Jungle'. The song is a backdrop to a melange of haunting imagery depicting lawless urban street-life, before a climatic scene of calm and serenity. It's in this reveal that Black Lynx delivers its philosophy for the fragrance, as one that is subtle, yet masculine. Lynx Black will help guys’ unique style to shine through and get them noticed in an understated way. If however you doubled-down in god's casino and were blessed with height, a lustrous head of hair, have cubed pectorals and a French accent, then you already have a head start in the 'getting noticed department'.

Developed by iconic fragrance expert, Ann Gottlieb, creator of CK One, the premium new Lynx Black opens its scented symphony with fresh notes of Watermelon Ester, bergamot and frozen pear – suggesting a studied, sophisticated aroma. Combined with a blend of cedar wood and patchouli (the bushy-mint herb, not the current Tottenham Manager) the complex, yet subtle fragrance is unflagging, inferring a lusty-masculine scent without crashing the odour-orgy by being penetrating or over-bearing. 

In a world that’s louder than ever before, with horrible techno dance dribble being pumped out of every PA in every gym up and down the country, Lynx believes quiet confidence is the best way to get noticed, and is encouraging guys to embrace their own personal style. As John Lennon once said "All we are saying, is give peace and quiet a chance." 

New Lynx Black. It’s time to bring the quiet.

Peter Brooker

Peter is a published author on men's style, a huge James Bond fanatic and the host of our very own Menswear Style Podcast. His new book 'From Tailors with Love: An Evolution of Menswear Through the Bond Films' is available now.

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