Lynx has become the second major brand in a month to use photo sharing app Snapchat in a new campaign.
Snapchat has soared in popularity over the past year. The app lets people send photos and videos that self-delete after between one and 10 seconds after being viewed.
Lynx is testing the service in partnership with TMW, sending exclusive content about a secret Lynx launch party to fans via Snapchat.
Behind-the-scenes pictures of host and television presenter Charlie Webster on a photo shoot were sent alongside photographs of the celebrity completing a “space-themed assault course.
Snapchat, which launched in September 2011, has grown in popularity among teens, with its valuation soaring from $60m (£39m) to $800m (£518m) this year.
At the same time, its user base, which runs into the millions, has expanded beyond its early teenage adopters and it now claims some 200 million images are shared a day via its platform, up from 60 million in February.
The app has attracted controversy, with almost half of Snapchat users having received nude or inappropriate photos, gaining an unwanted reputation of ‘sexting’ that has led to brands avoiding the app despite its high user numbers.
Lynx, owned by Unilever, follows in the footsteps of MTV, which used Snapchat to promote its TV show Geordie Shore.
The campaign will see MTV send out exclusive photographs and videos from its own ‘Geordie Shore’ Snapchat account directly to fans’ smartphones, giving them a sneak peak of the “cheekier side” of the sixth series.