Male grooming brand Lynx is marking the launch of its new lower body fragrance with an innuendo-laden activation at London’s Boxpark Shoreditch.

Asking the public the rather straightforward question: “Do you spray down there?”. The brand invites the public to enjoy its not-so-subtle ‘boxer pants’-shaped ball pit activation.

The activation aims to spark “a nationwide conversation around an often-overlooked part of men’s daily routines”.

“Men are now prioritising fragrance as a key part of their daily routine to feel confident,” said Josh Plimmer, marketing manager at Lynx.

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“Lynx’s Lower Body Spray range meets this demand with innovative scents designed to keep them smelling great from top to toe, reinforcing Lynx’s role as a leader in modern male fragrance space.”

To amplify the launch, Lynx teamed up with TV stars Pete Wicks and Chloe Burrows, as well as content creator Joe Weller, who helped ignite engagement on the ground and online.

“Smelling good shouldn’t stop at your underarms. We’ve got skincare routines and haircare routines, so it makes sense to take the same care with the rest of our body,” said Wicks.