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 ‘Find Your Magic’ 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.
“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”, says Matt Heck, Creative Director, 72andSunny Amsterdam.
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 through
As part of its ‘Smell Good, Do Good’ initiative, part of the proceeds raised by the Find Your
Magic Shop will be donated to Lynx’s charity partners Movember and Pieta House.
For more information about Lynx and how you can ‘Find Your Magic’ by experimenting with your
Design Manager: Richard Harrington
Executive Creative Director: Stuart Harkness, Carlo Cavallone
Brand Director: Angelina Joy
Business Affairs Manager: Selam Kehishen
Creative Technologist: Jan Olde Loohuis
Designer: Sandra Nicolas
Director of Communications Strategy: Simon Summerscales
Director of Production: Stephanie Oakley
Senior Producer: Tobin Nageotte
Strategist: Paul Chauvin
Strategy Director: Danny Feeney
Writer: Fanny Molins, Richard Gorodecky
Brand Coordinator: Maaike Baan