Lynx has released a new ad campaign featuring Autonomous Sensory Meridian Response (ASMR) for its ‘Shower and Shave’ tutorials.

The ‘Shower and Shave’ campaign was created to appeal to men looking for grooming tutorials or fans of ASMR videos, which use relaxing hand movements, nail tapping and brushing sounds. Lynx is one of the first UK brands utilising ASMR.

Aimed at ‘shave curious’ men the ‘Lynx Shavetorials’ take the form of instructional videos.

The films inspire young men to have fun, be inquisitive, explore the sensory experience of body hair removal and express their individuality – with a healthy dose of humour.

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ASMR, the phenomenon that uses sound combinations that elicit physical responses has rapidly grown in popularity over the past decade, now making its way into the mainstream.

An ASMR advert recently made the headlines after airing during the Super Bowl – one of the world’s most valuable advertising spots.

The trend, which originated from films on YouTube, is set to further explode in 2019.

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Lynx’s new playful campaign is a three-part series focusing on different areas of the body, ‘Chest’, ‘Legs’ and ‘Balls’ dessigned to appeal both to the young modern male seeking grooming tutorials and fans of ASMR videos.

The series sees the host, Matthew, dressed in a white robe, taking men through the process of shaving in a soothing ASMR experience – all while using the brand’s 2 in 1 Shower Foam.

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Claire Fynn, Skin Cleansing Brand Specialist at Lynx, said: “ASMR is a huge trend at the moment, with many people finding it relaxing and calming to watch.

“There’s been an increase in men looking for tips on grooming, so we created a series of light hearted ‘Shower and Shave’ tutorials.

We hope that guys will find them useful, whilst giving them the confidence to feel great too.”

The videos, which went live this week, include four-minute films running on YouTube and shorter 10-second cut downs on Snapchat.