Hot Boy Summer | New research reveals 9 in 10 guys would rather smell good than look good

Male deodorant brand, Lynx, polled 18- to 35-year-old men across the UK and found that 60 percent are set to celebrate the summer of all summers – as a fifth (20 percent) admit that the last two years have made them feel stir crazy.

Quizzing the nation as it launches its fresh new fragrance: Epic Fresh, Lynx is on a mission to keep guys smelling and feeling fresh no matter what their plans are this summer. With summer fully open for the first time in years, 74% of Gen and millennial males are excited to do a summer activity for the first time. In fact, almost a quarter (24 percent) of Gen Z and millennial males will go travelling for the first time this year, 22 percent will be taking their first holiday with mates, and the same number (22 percent) will be going to their first ever festival.

Known for its iconic fragrances, Lynx is bringing freshness to a whole new level with the new High-Definition fragrance, available to purchase in Body Spray, Anti-perspirant and Anti-perspirant Roll On and a fresh boosting Shower Gel. The launch of the new range, with notes of grapefruit and tropical pineapple, coincides with research that found 50% of guys said wearing a new fragrance makes them feel fresh.

92 percent of the 18- to 35-year-old guys polled said smelling good can be more important than looking good, especially as the temperature rises. The study also found that smelling great made more than half (52 percent) of guys feel confident, 43 percent positive, and 39 percent happy.

And when asked what compliment they would most like to receive, ‘you smell great’ came top, with 55 percent of the vote – beating off ‘you make me laugh’ (50 percent), ‘you’re fun to be around’ (47 percent), and ‘you have a great body’ (43 percent).

Josh Plimmer, Senior Brand Manager at Lynx said: “Armed with the knowledge that when guys smell great, they feel great, we wanted to create a fragrance that does just that.

With notes of grapefruit and tropical pineapple, Epic Fresh has been crafted to be our freshest scent yet and we’re excited to launch the new range just in time for guys to make Epic Fresh part of their summer no matter what exciting plans they have.”

When it comes to self-image, over a third (39 percent) said they’d be looking after themselves this summer, and the same number (39 percent) plan to spend lots of time with people they love – while 26 percent aim to wear the freshest clothes, and 24 percent will ensure they smell good at all times.

Also unveiled in the study was the fact that 18 percent are going to spend time in the gym, not the pub, 22 percent will be wearing the latest creps, and 18 percent said they are going to keep on top of their grooming game.

The study also found that the average young male spends half an hour on personal grooming before going out – with Belfast boys spending the longest (45 minutes) and Leeds lads the least (26 minutes)*.

When it comes to what keeps men feeling fresh in the summer, 57 percent said it was changing their clothes at least once a day, 57 percent said taking regular showers, 51 percent like to wear a scented fragrance, and 42 percent said the key was to keep well groomed.