MORE THAN YOU CAN SEE

Lux is a billion-Euro Unilever Beauty and Personal Care brand, present in more than 100 countries. And so when time came to reposition the brand, we knew we could create real change, especially in the wake of the #metoo movement.

To demonstrate the functional product benefits while evoking a powerful emotional response, we came up with the Brand Communication Idea (BCI) of More Than You Can See: A tagline that signaled the external product benefits of fine fragrance and soft skin while celebrating the internal expression of a woman for who she is.

But how would we get the world to see women through a different lens?

BY REFRAMING THE GLOBAL PERSPECTIVE on WOMANHOOD.

WHEN WE REPOSITIONED THE LUX BODYWASH BRAND, WE SAW THE POTENTIAL TO CHAMPION THE CAUSE OF EMPOWERING WOMEN.

WE CHALLENGED THE WORLD TO STOP LOOKING THROUGH THE MALE GAZE.

MANIFESTING THE CHANGE for femininity

We created an internal manifesto video (above) as a cornerstone for all ensuing work.

Amongst other tenets, it served to explore how women are multi-faceted and how embracing femininity was not a sign of weakness but strength.

This message varied in nuance across all markets ranging from a very woke North America to the more traditional Middle East and was covered by hundreds of news outlets and platforms globally.

CAMPAIGNing the cause for women

From there, we created integrated campaigns for all territories, with different creative directors helming the work across assigned markets.

Below are some work that I had done for North America, South America, China, and South East Asia.

The work included BETs, comprising films, activations, and digital work. These were built on expansive insights and extensive quantitative/qualitative research.

LUX Indonesia - Soft But Powerful feat. Maudy (2017)

I am more than my voice. I am the voice of my generation.

I am more than a magazine cover. I am a creator, a believer.

Lux Soft Touch with Floral Fusion Oil and French Roses.

More than beautifully soft and fragrant skin,

Gives me the power of confidence.

I am Ayunda Faza Maudya.

Just like Lux. Soft, yet powerful.

Lux Botanicals Brazil - If It’s For The Better, I Will Change (2018)

I am always changing. I change my attitude. I change my rhythm. I open new chapters.

If it's for the better, I will change.

With exclusive fragrances and Hydra Floral Oil extracted from nature.

Change your shower experience. Change the touch of your skin.

Lux. Now Lux Botanicals.

Caress USA - #MoreThanOneThing (2017)

Caress, with Floral Fusion Oil, is more than one thing.

It's soft skin and fine fragrance.

Discover more than one thing with Caress.

Soft skin. Fine fragrance.

Caress.

Lux China - Freshness And Fragrance (2017)

This summer, discover new Lux Lavender Romance for freshness and fragrance.

Made with French lavender, fresh citrus, and a touch of elegant gardenia.

Captured in our exclusive Lux floral fusion oil.

Delight in freshness and fragrance.

I am fresh because I am fragrant,

And fragrant, because I am fresh.

New Lux Lavender Romance,


RESULTS

Amongst many other outcomes, the following are what I am most proud of in terms of marketing for the brand:

  • Lux emerged as #2 in 2019 for attracting new buyers across all product categories in Brazil with 7.63 million new consumers since the relaunch

  • The shift in branding also aided in the winning of the multi-million Euro global digital Lux account