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Lynx taps into the online phenomenon of Autonomous Sensory Meridian Response (ASMR) content with tutorials explaining how to shave various body parts.

Three four-minute spots are fronted by a British actor who uses Lynx’s Shower & Shave Foam range while talking to the camera in a soft voice, alongside microphones that amplify noises such as the squirting of foam and rustling of a dressing gown. The style drives home the strapline "feels as smooth as it sounds". It also lightens the tone in discussions about masculinity and takes a more humorous approach to male grooming compared to the recent Gillette campaign.