In a bid to address the challenges of dating culture amongst Gen Z, men’s grooming brand Lynx has teamed up with Netflix’s latest teen hit, Sex Education, to lead the (awkward) conversation by launching “The Ultimate Book on dating, sex and masculinity”.
The launch comes following a recent study, dubbed ‘The Confidence Crisis’, which revealed that Gen Z is facing issues when it comes to navigating the tricky world of modern dating, with half of 14-24 year old guys saying they feel more comfortable speaking to people they’re attracted to on social media rather than in real life.
49% of UK teen guys (14-24) have admitted that they have held back on asking someone out on a date because they didn’t feel confident enough.
The data reveals a general lack of knowledge about love, sex and dating with little to no resources for guys to turn to. By inspiring open and honest sharing of knowledge around attraction and injecting some much-needed humor, Lynx is aiming to ‘unawkward the awkward’ and help release some of the pressure teens feel when it comes to social situations and dating.
Hijacking Dr Jean Milburn’s “Bringing Up Men” book, from Sex Education, Lynx is creating the ultimate modern book for young guys when it comes to dating, sex and masculinity.
It hopes to inform and inspire teens to find their confidence and encourage connecting in real life (IRL).
The book’s chapters will live exclusively on Instagram, YouTube, Snapchat, and Lynxformen.com/UK and will be released throughout the year.
Each chapter will unveil a number of real-life stories from actual teens and the cringe-worthy situations they’ve encountered while dating.
The honesty and relatability of these stories is designed to release the pressure guys feel by opening up the conversation to help instil confidence for those who have dealt with similar situations.
The new dating book will have various chapters that focus on a specific topic related to sex and dating. The topics will be introduced by one of the Sex Education characters and include real teen dating fails like overcommitting to a goodbye kiss to ruining a first kiss with an open-mouthed sneeze and even the dreaded autocorrect fail.
Caroline Gregory, Global Brand Director, Lynx said; “Sex, dating and relationships are such a big part of our guys’ lives, it only made sense for us to work with the experts at Sex Education to create hilarious but educational stories to help teens break out of their dating funk and gain the confidence as they navigate this new world of dating.
“As the Lynx research tells us, nearly half (46%) of UK teens agree that they find all the rules and advice around modern dating confusing. There is obvious confusion as well as a lack of resources teens have to turn to for dating and we’re hoping this new book can serve as that go-to guide for guys that will instill more confidence by breaking down the barriers of misplaced knowledge and expectations of sex and attraction for today’s teen guys.”