Unilever, the UK/Netherlands company that owns the Lynx brand of male grooming products, is set to double its target audience and begin selling its first female-focused items in the UK, kicking things off by selling the products directly from its Facebook Page.

Lynx is better known as Axe in the Americas and elsewhere in Europe and Asia, and a female-focused version was launched in the US  a couple of weeks back.

In the UK its brand identity has always been very heavily centred on the male demographic, with its ‘Lynx Effect’ adverts typically showing women flocking uncontrollably to men as soon as they administer its canned fragrance.

The launch of Lynx Attract for Her will be backed by a multi-million pound marketing campaign, underpinned by the strapline: “Nothing will ever be the same again”

Same 520x280 Lynx turns to F Commerce to sell grooming products to women in the UK

To herald in this new era for the Lynx brand in the UK, it’s giving its Facebook Fans the chance to buy one of the first 100 cans directly from Facebook from 4pm today.

Screenshot 17 Lynx turns to F Commerce to sell grooming products to women in the UK

We’re seeing more and more brands turning to Facebook to sell items directly to consumers, as we reported last year when UK-based clothing retailer ASOS launched one of Europe’s first fully integrated Facebook stores.

A TV teaser ad featuring a female cop and a male burglar running towards each other is indicative of the new direction for the brand, as it looks to tap into the male and female markets. The TV ads launch on February 1st.