Amy Elshenawy, Design Director, PB Creative commented: “Our challenge was to create a celebratory limited-edition range design to sit seamlessly within the full Hot Since ’95 25th anniversary communications campaign. We’ve leveraged this iconic fragrance’s past and redefined its future and look forward to collaborating with the Lynx team for the next 25 years!”

Jamie Brooks, Senior Brand Lead, Lynx added: “The limited-edition range that PB Creative has developed is fantastic. Strong in isolation and even more powerful as part of the full campaign. With its legendary status in the UK, Lynx Africa has been one of the nation’s favourite fragrances for two and a half decades. From teenage bedrooms and gym locker rooms to Christmas stockings, it’s been ‘Hot Since ’95’. Our campaign and limited-edition packaging range are all about celebrating the role Lynx Africa has played in British culture.”

The new limited edition range including body spray, body wash and antiperspirant is now rolling out across stores in the UK market only with a special edition gift set planned for Christmas 2020.