The event, which ties in with the brand's positioning as an aid to flirting, will be called Lynx Base 24/7 in the UK and will use the name Axe elsewhere in Europe. It will promote the entire body spray range in the run-up to Christmas.
The company is running online and SMS competitions across Europe to win tickets to the show. A total of 300 boys and girls from 17 countries, including 75 from the UK, will attend.
The event will be staged in Sweden, with artists including Faithless, The Thrills, Shaznay Lewis and Rob da Bank scheduled to appear.
A one-hour highlights show will be screened on 12 December on Channel 4's T4 weekend youth programming strand.
An international version is being syndicated across Europe by Sanctuary Visual Entertainment, making it Lynx's biggest branded entertainment event to date.
The idea for the event was developed by agency Cake, with the programme created by Done and Dusted and Channel 4.
In the UK, Unilever recently launched a TV ad for Lynx deodorants entitled 'Getting dressed'. It has used this commercial, which was created by Bartle Bogle Hegarty, across Europe since the beginning of the year.
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